Glossier continues to expand its physical footprint

Glossier has touched down in the nation’s capital.

The digitally native, cult-fave beauty brand has opened its fifth brick-and-mortar store, on M street in the Georgetown section of Washington, D.C. Designed by Glossier’s in-house creative team, Glossier DC sports sleek lines and organic shapes. It features an aviation theme, inspired by the Jet Age.

During the past 12 months, Glossier has opened four permanent stores, in Seattle, London, Los Angeles, and Miami. The company re-entered brick-and-mortar last year after closing its two permanent stores in 2020 due to the pandemic.

The store features retro-inspired arrivals and departures signs, along with floor lighting styled to resemble airport runways. The aviation theme is carried over to the seating, which is modeled after the aerodynamic shapes of airplane wings, complete with faux leather upholstery reminiscent of jet seats.

Subtle cloud accents and blush pinks give the space an airiness feel. The design also allows for glimpses of the historic brick structure, a nod to the original architecture.

Similar to Glossier’s other storefronts, the brand’s full lineup of products are available for sampling and testing in the new location. Glossier DC also includes the brand’s signature “selfie room.” It is designed here to look like an airplane window.