Glossier Is Embracing IRL Commerce With 3 Permanent Stores

The digital brand is ready for a hybrid retail model

Glossier was established in 2014 with a mission to democratize the beauty industry. At a time when top brands primarily parked themselves in elite department stores and lacked presence on social media, Glossier wanted to facilitate an online makeup economy. Now it’s 2021, and people want to do stuff in person again, so the digital-first brand is committing to a hybrid model by opening physical stores in Seattle, Los Angeles and London.