First Look: Glossier opens LA flagship

Glossier’s return to physical retail continues.

The digital-first company beauty company has opened a flagship in West Hollywood, Calif. It follows the August opening of a Glossier store in Seattle. Additional stores are scheduled to open in London and New York City in 2022.

Glossier LA was designed by the company’s in-house creative team and inspired by classic Hollywood studios. It features oversized props and amphitheater-style seating.

In addition, the store has an outdoor destination, Glossier Alley. Adjacent to the main space, it will act as a community hub for locals or tourists “to come together and create,” the company stated.

Glossier said its physical stores are not about just selling products, but inviting everyone to participate in a new kind of beauty experience — one that facilitates people-first beauty discovery and Glossier 3D. Founded in 2014, the company has a lineup of approximately 40 basic products— spanning skincare, makeup, body and fragrance— that are priced between $12 and $60. The brand is a favorite of millennials and Gen Z who like its pared-down, minimalist approach.

In June, Glossier said that it planned to reopen its brick-and-mortar retail channel  The company previously had two stores – in New York and Los Angeles — that it permanently closed at the beginning of the pandemic.

[Read More: Glossier in new funding round, targets online and physical store growth]