Shoppers in America and Canada will be able to purchase the Emily Weiss-founded brand in-store and online at Sephora as part of its new omnichannel strategy
Glossier's partnership with Sephora follows a pop-up deal with Nordstrom to promote its fragrance line
For eight years Glossier was the poster child for beauty's dynamic D2C sector.
The millennial pink brand captivated consumers with its crowdsourced product innovation and popularised the 'no make-up' look on social media as a glowy alternative to the Kardashian contour.
Its only retail presence was a handful of ultra Instagrammable stores, that still garner queues out the door, and aside from a pop-up deal with Nordstrom, multi-brand retailers were unheard of.
But Glossier has now entered into a partnership with Sephora as part of its new omnichannel strategy.
Consumers in the US and Canada will be able to purchase the brand in-store and online via the LVMH-owned giant from 2023.
Glossier is reportedly one of the most searched for brands on sephora.com, with queries up by 200% in the past 12 months.
The shift signals the new chapter of Glossier's leadership team, which sees Kyle Leahy taking over Emily Weiss as CEO.
"[Sephora] are an iconic, international retailer with an extremely loyal community, and we know our customers want to find us there," said Leahy, who joined Glossier as CCO in 2021.
"We share the same customer-centric values and are both deeply grounded in the ever-evolving notion of beauty discovery.
"This marks a new chapter in our omnichannel strategy, and we can’t wait for all that’s ahead in 2023.”
Glossier will continue its branded store expansion with new outlets opening in Washington D.C., Atlanta, Philadelphia and Brooklyn by the end of 2022.
It will make a return to Soho, New York, in 2023, following a closure due to Covid-19.
Glossier announced another first for the brand in April by hiring singer Olivia Rodrigo as its debut celebrity face.