Glossier first launched in 2014, stemming from Into The Gloss, an online blog, founded by Emily Weiss, that is devoted to discussing and sharing beauty tips and products. Notably, Into The Gloss was known for featuring in-depth interviews with industry professionals and creatives. The Top Shelf, one of Into The Gloss’s most popular categories, allowed viewers a glimpse into celebrities’ favorite products and a look at their personal vanities.
While a strong online presence isn’t a new concept for beauty brands, Glossier took it to a whole new level, stepping outside of the box and founding its brand fully online.
With only four products at the time, an all-purpose balm, facial mist, sheer skin tint and a moisturizer, the brand took the internet by storm and garnered a cult following that still stands today.
Glossier’s strong online presence is particularly noticeable on Instagram. Even if you aren’t a Glossier user, you have likely been exposed to their millennial pink photos and ever-so perfectly curated feed. The brand has made itself unmistakably recognizable and often interacts with followers, flourishing in communication and adapting goods to the wants and needs of the buyer.
Glossier also offers GlossiWEAR Merch, featuring t-shirts, sweatshirts, bags, hats, keychains, decals and more. Their hoodie is a beloved classic, with celebrities like Timothee Chalamet, and Kacey Musgraves who have been seen sporting the garment.
Last year, Glossier collaborated with pop star Olivia Rodrigo to launch their famous hoodie in a new color. The hoodie became available in none other than Rodrigo’s signature color, lavender, along with the release of more exclusive products.
Glossier is also an Official Beauty Partner of the WNBA, leaving its mark on the worlds of beauty, fashion and sport.
But how does a beauty brand create a fanbase akin to groupies? I became an avid Glossier user around the start of the brand’s rise to fame. I was never a makeup user or fanatic until then, but Glossier’s “skin first, makeup second” motto quickly dragged me in. Their message focused on the importance of taking care of your skin and doing makeup your way, whether that’s a full face or a quick dab of their Cloud Paint. It is clear that Glossier never advocated that one should cover up or transform their attributes, but rather embrace them while still being able to explore and shimmer.
Years after its launch, Glossier began opening its retail stores. In typical Glossier fashion, they broke conventions and created something far from a simple shop, delivering a showroom. Each store is unique to its location and designed to be an experience, making the shopper feel as if they’ve stepped into a pastel wonderland with sculptures and fantasy interiors. Since opening its first store in New York City in 2016, Glossier has continued expanding, with current locations residing in Chicago, Los Angeles, New York City, Atlanta, Seattle, Washington D.C., Boston, Massachusetts, Brooklyn, New York Miami, Florida Philadelphia, Pennsylvania and one in London.
Glossier has proved to be in high demand, with fans begging the brand to expand to their city. When Glossier announced their You Look Good Tour, they reached out to their following, asking where they should travel. Many (including myself) asked them to put Columbus, Ohio on that list, and they listened. Their visit to Columbus, which was the first stop of their tour, took place on Saturday, from 11 a.m. to 6 p.m.
The tour, which only has three stops, in three cities in the U.S., will also be stopping in Nashville, Tennesse on Sept. 23 and Austin, Texas on Sept. 30. More information will be available on Glossier’s website and social media closer to those dates.
Their carnival-inspired tour is an interactive adventure, allowing attendees to show up and get the chance to shop some of the brand’s fan favorites and exclusive tour merchandise, and even get the chance to spin the Glossier prize wheel.
Free ice cream, gift bags, and other goodies were available to goers waiting in line with music, samples, and conversations keeping the event vibrant with festivities.
The tour is in partnership with IGNITE, a nonpartisan nonprofit that empowers young women to run for office, build civic engagement skills, and become the next generation of political leaders.
For every You Look Good Tour Tee sold, Glossier is donating $5 to IGNITE. The tour additionally offers the chance to join Glossier’s Generation Glossier Affiliate Program with representatives at the event stressing the importance of word-of-mouth marketing and Glossier’s foundation on not only the products themselves but the people who use them.
When asked about the possibility of a retail store opening up in Columbus, ambassadors said it was, “very likely,” although, it is unclear when that might happen.
What is clear, is that Glossier is built on its connection to the consumer. Fans were lined up, decked out in Glossier’s sought-after clothing, and shared their journey with the brand.
Don’t like waiting in line? No worries, Glossier products can be found on their website or at Sephora locations across the United States and Canada.