Glossier will have waited 8 years to give in to the sirens of Sephora. Today, it’s done: the brand will land in the stores of the LVMH group’s perfumery brand in early 2023.
Created in 2014 by Emily Weiss, Glossier has developed a differentiating strategy for a young brand: sell their products directly via its merchant site and a few stores located mainly in the United States (Seattle, Los Angeles, Miami) and in England (London). But over the years the company saw its popularity decline despite interesting proposals in terms of make-up and skincare. If the brand is part of a constantly changing industry, its founder herself pointed out “bad decisions made by the company”. At the beginning of 2022, for example, it had to part with a third of its workforce…
Fortunately, this trend will probably reverse, since the claw begins to work on its accessibility choosing to integrate, from the beginning of 2023all the shops and the giant’s merchant site Sephora… Only in the United States and Canada for now. But it is likely that an arrival in France will soon become clearer since the distribution scheme of the French perfumer works like this.
“As one of the most searched-for brands on Sephora.com, we know our customers will be thrilled to find their favorite Glossier products online, on the Sephora app and in our stores. »
Artemis Patrick, Executive Vice President of Sephora and Global Head of Merchandising, in a statement.
Glossier on an upward slope again?
Cosmetics brands very often face to variations in interest on the part of their customers. At the same time, the offer in terms of beauty products is exponential and new names arrive in this industry every day. Glossier, despite its very avant-garde positioning (since largely joined by others) is no exception.
Change of CEO, election of a muse in the person of Olivia Rodrigo, development in new spheres of distribution very soon… The brand wants to be more accessible than ever. And it seems to work! Beyond its forthcoming arrival at Sephora, Glossier has recently announced the forthcoming store openings: in Washington DC, Atlanta, Philadelphia and Brooklyn. Still no French city in sight, but we still have the e-shop to console us…
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Emily Weiss steps down as CEO of Glossier
One image credits: @glossier.
