On Monday 9th October, excitement and anticipation grasped the UK beauty industry as Glossier launched here in the UK.
From top beauty YouTubers revealing their must-have products the morning of on Instagram stories to ongoing Twitter updates and idle office chit-chat discussing the best products to buy; the New York-based cult beauty brand has made quite an impact since its US launch in 2014.
Founded by the Into The Gloss team, many of its products soon achieved cult status – from the Balm Dotcom to the Milky Jelly Cleanser and its Perfecting Skin Tint – beauty editors were quick to compare it to the likes of The Ordinary and Sunday Riley. With aesthetically pleasing packaging and oh-so-affordable pricing, Glossier’s products are all cruelty-free too, helping to pave the way in an industry still, to this day, marred by animal testing.
It seems then, that what really sets Glossier apart in this heavily competitive beauty industry, on both sides of the pond, is its transparency. Perfectly represented by its sleek packaging, the collection seeks to focus on low maintenance, zero fuss and natural dewiness. From its moisturisers to its subtle cheek tints and clear, glistening lip products – they have all been designed and created with ‘real girls’ in mind to celebrate the true, natural beauty which lies in all of us.
Founder, Emily Weiss, reportedly lives by the mantra – ‘Skincare Is Essential, Make-Up Is A Choice’ – and this is evident in the brand’s make-up collection. There are no garish colours or bold, sparkly palettes, but rather focusing on all natural, rosy and dewy – it is romantic, whimsical and universally wearable – not always an easy feat to conquer in such a small collection.
Founder and CEO, Emily Weiss, explains: “Since day one, we’ve dreamt of making Glossier a global beauty brand that celebrates girls and beauty in real life. We’ve always been internationally focused thanks to the Into The Gloss readership and our community on social media. Now we’re excited to actually get Glossier in their hands.”