In what was surely music to beauty-lovers’ ears, cult beauty and skincare brand Glossier has announced an extended residence in London at a pop-up in Covent Garden’s Floral Street. Inspired by traditional British social clubs (with just a touch of Willy Wonka eclecticism) the store is covered in floor-to-ceiling flowery wallpaper – the Glossier take on William Morris.
Inside, you’ll find a mirrored space packed with pink-packaged products, including bestselling favourites Boy Brow and Milky Jelly cleanser as well as brand-new products like Pro Tip and Futuredew. The full range of covetable Glossier products is available to buy and, crucially, test out in the space, with the mirrors reassuring customers that they ‘look good’. Instagram opportunities abound with secret doors, hallways and the Glossier rooftop hidden at the back of the store. A full-scale installation paying homage to London’s skyline, its bricks, slates and chimneys are painted in the brand’s signature millennial pink.
In a gesture befitting their rainy host city, the brand is also offering a limited-edition, powder-pink Glossier London umbrella, available exclusively at the pop-up. For each umbrella sold, Glossier will donate £5 to the Young Women’s Trust, a charity that fights for gender equality and helps struggling young women gain confidence and find work.
Founded in 2014, Glossier’s motto – the catchy ‘skin first, make-up second, smile always’ – has resonated with millions of customers worldwide. Last year, their bestselling Boy Brow (an eyebrow shaper with a waxy texture for maximum hold) was sold at a rate of one every 32 seconds. The pop-up is the brand’s third in London – here’s hoping that the next will see Glossier stay for good. In the meantime, brave the crowds over at Floral Street to secure your own flowery pink bag.
20 November 2019 – 9 February 2020
13 Floral Street, Covent Garden, London
The pop-up is free to attend; for more info and products list visit glossier.com