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, CNBCreported. 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.