You've seen its engrossing videos while scrolling through Facebook. Its bold sans serif logo and millennial-pink aesthetic have turned some Instagram feeds into a mood board. With products such as Lidstar, Cloud Paint, and MIlky Jelly, the New York City-based online beauty brand Glossier has made a big impact in the beauty world, thanks in large part to its ubiquitous and expertly curated social media presence.
Now Miamians can engage with Glossier and its products IRL beginning Wednesday, March 27, when a temporary retail store opens in Wynwood.
Just in time for spring (and mango season, thanks to its new fruity lip balm), Glossier is opening a pop-up shop in the heart of Miami’s arts district, inspired by the city's bright colors and signature art deco architecture. Visitors can snap shots beneath its pastel-pink entryway or check out the exterior mural painted by the Toronto-based artist Jacquie Comrie.
Glossier's products, which are well suited to Miami's weather and humidity, include the famous Boy Brow eyebrow gel, foundation enhancers, highlighters for a dewy effect, and lip gloss. Glossier Play, a line of "dialed-up beauty extras," will also be available for visitors to test.
The direct-to-consumer beauty company was developed in 2014 by founder and CEO Emily Weiss. Her blog, Into the Gloss, published interviews with influential women about the industry and their beauty personas, shedding light on the flaws and blind spots of the beauty industry.
Glossier has made its way from social media to beauty fans’ vanities, showing them how to enhance rather than disguise their facial features. The products are designed to create a simpler beauty practice, helping customers find what’s best for their skin texture, skin tone, and comfort level.
With 1.8 million Instagram followers, the beauty brand is widely known for its online interaction with customers. It earned $100 million in revenue and gained a million new customers in 2018 alone. Last week, the startup was valued at $1 billion.
Miami is not the first pop-up location the brand has tested. Aside from opening permanent stores in New York and Los Angeles, Glossier has touched down in multiple cities with their local-themed pop-ups, including Chicago and San Francisco.
The brand doesn’t have any plans to stay in Miami beyond April 29. However, it's set to appear at other surprise locations such as Lummus Park in South Beach, where it will celebrate the launch of its new Mango Balm Dotcom.
Aside from offering the brand's signature souvenir pink pouch, Glossier will sell a limited-edition Glossier Miami keychain, whose proceeds will go toward to Lambda Legal, the largest legal defense organization fighting for LGBTQ rights.
Glossier will also participate in Miami Beach Pride celebrations Friday, April 5, via in-store performances by Kat Wilderness and DJ Gami from 7 to 9 p.m. Fifty percent of sales during the event, which is open to the public, will also be donated to Lambda Legal.
Glossier Miami. Wednesday, March 27, through Monday, April 29, at 222 NW 26th St., Miami; glossier.com. Sunday through Thursday 11 a.m. and 7 p.m., Friday and Saturday 11 a.m. to 9 p.m.
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