Glossier’s Second Retail Store May Be Its Most Instagram-Friendly One Yet

It’s the brand’s first location in Los Angeles

Glossier opened its second store at 8407 Melrose Place in Los Angeles. Glossier
Headshot of Ann-Marie Alcántara

These days, if consumers can’t Instagram a store, it’s almost not even worth going.

The growing trend of digitally native brands opening stores with strong visual elements meant for Instagram continues with Glossier’s second retail location. The store, located on Melrose Place in Los Angeles, includes a pink floor, pink shelf space, messages on mirrors with the familiar “you look good” slogan and a space called the “Glossier Canyon.” There, consumers can enter a room that looks like the Antelope Canyon in Arizona and hear nature sounds—and of course take a photo, as the room comes fully equipped with a mirror.

“Everything about the new store is Instagram-perfection,” said Mae Karwowski, CEO and founder of, an influencer marketing agency. “This will be the No.1 most-Instagrammed store in LA.”

The store is designed, in a way, to induce fear of missing out, or FOMO, among millennial shoppers, since consumers will be able to try out products in real life and then, as shoppers are wont to do, post selfies of themselves on Instagram.

The quantity of images on social media tie into Glossier CEO and founder Emily Weiss’ notion of building community and the power of a consumer’s opinion about a product, a topic she spoke about at the retail conference Shoptalk in March.

At the conference, Weiss said Glossier wants to get its customers talking about the products, a feat easily done when the retail location is so obviously made for Instagram.

In addition to opening the store on May 15, Glossier gave “sneak peak access” to influencers like Courtney Trop, a fashion blogger with more than 304,000 followers.

Glossier did not respond to requests for comment about the store and the influencers invited to the event.

Glossier has done an amazing job creating a network of influencers for themselves,” Karwowski said. “This is a strategy we firmly believe in as you can turn around and activate your influential fan base overnight, when you are communicating with them and rewarding them frequently.”

The new store opening coincides with the company’s latest product release, the Lash Slick, Glossier’s first mascara product, on May 9. The company previously opened up its showroom in New York to customers (before it became permanent) when it released the Phase 2 set, a collection of products including an eyebrow pomade, concealer, and lipstick. Opening a store is the perfect primer to promote a new product while introducing them to existing ones they might not know.

Glossier’s new store may not be the last iteration of the brand come to life. The company has previously opened pop-up shops, the most recent in San Francisco, where it was inside a cafe and sold food alongside the makeup.

@itstheannmarie Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.