Glossier has sparked speculation that it is poised to revive its defunct sub-brand Glossier Play.
Glossier Play, which launched in 2019, featured more colourful, ‘dialled up’ takes on make-up than the core line.
Glossier is known for being the brand of the millennial pink zeitgeist and its ‘no make-up make-up’ approach.
Glossier Play, meanwhile, featured glossy Vinylic Lip, Niteshine liquid highlighter and Glitter Gelée, a chunky glitter product.
The sub-brand was discontinued in 2020.
At the time, founder and then-CEO Emily Weiss said that the company eventually realised it “could have just launched more make-up products” under the main Glossier brand.
However, new posts on Glossier’s TikTok and Instagram accounts are fuelling excitement among fans that a revamp might be on the cards.
Captioned ‘The anticipation of the party’ and followed by a disco ball emoji, the posts show stills and videos of models clad in sequined and feathered party outfits, hinting at something more ‘glittery’ than Glossier’s usual fare.
One Instagram follower asked: “Is Glossier Play making a comeback?” with another writing: “Please tell me something sparkly is coming!!”
A third, begged: “Please! I’m still using my old crusty Niteshine.”
In response, Glossier posted: “We were asked very nicely not to spoil the surprise, so you’ll have to wait and see.”
The speculation follows Glossier’s stealth trial of a new 70s-inspired logo for its Summer Capsule Collection this year, a line which leaned into a retro aesthetic.
If Glossier is reviving Glossier Play, it will be keen to avoid the criticism levelled at Glossier Play’s original iteration.
Consumers took issue with the individually foil wrapped products, which they dubbed non-sustainable.
Cosmetics Business has contacted Glossier for comment.