Online beauty fave to pop-up in Nordstrom

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Online beauty fave to pop-up in Nordstrom

By Marianne Wilson - 12/04/2019

A direct-to-consumer beauty brand with a cult following is going offline — at least for  a while.

Glossier will open seven pop-ups at select Nordstrom stores, including its new flagship in New York, CNBC reported. The tie-up with Nordstrom is the fast-growing brand’s first retail partnership. 

The temporary shops, open from Dec. 3 through Feb. 16, will be dedicated to the brand’s “Glossier You” fragrance, which has become one of the top-rated products on Glossier.com since it was introduced in October 2017. 

“Fragrance is an extremely personal category — one that people understandably prefer to discover in person — and department stores are the largest channel for fragrance, making up nearly a quarter of all U.S. fragrance sales,” Glossier founder and CEO Emily Weiss told CNBC.

In addition to New York, the other six Glossier pop-ups will at Nordstrom locations in Seattle, Chicago, Dallas, Houston, Washington, D.C., and Santa Anita, Calif.    

Glossier is not new to pop-ups, having previously operated its own temporary shops in various U.S. cities. It also operates two permanent stores, in Los Angles and New York.