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Glossier London 04
Courtesy of Glossier

Everything you need to know about Glossier’s IRL London space


TextHannah Bertolino

Bring on the Boy Brow!

Skincare lovers, our prayers have finally been answered: Glossier’s IRL shops are officially back. Today (December 9), after COVID-induced storefront closures in 2020, the cult beauty brand unveiled its first-ever international flagship in London’s Covent Garden.

This time, differing from its cute floral pop-up shop in 2019, the permanent flagship is tucked into Covent Garden’s oldest building – drawing inspo from the grandeur of its historic 17th century architecture and intricate interior flourishes. Guests entering the townhouse-turned-beauty-store will be greeted by a 20-foot-high grand foyer, layered with soft fabrics and undulating marble. 

As anticipated, the beauty brand also put its signature, dreamy spin on the space – adding in pink glossy finishes, wrapping up the traditional mouldings in sleek peachy materials, and installing joyful arched windows. Topping off the space is Glossier’s trademark London ‘G’ logo (specially designed as an ode to the building’s history) and ‘You Look Good’ affirmation mirrors sprinkled throughout.

While shopping, customers can visit the new ‘Wet Bar’ to test and try any of the best-selling products, from Futuredew to Super Pure, Balm Dotcom, and everything in between. Alongside, new Glossier-connoisseur ‘Editors’ will help shoppers map out and celebrate their beauty routines – no matter what stage of your beauty journey you’re at. Last but not least – once you’ve selected your products – they’ll arrive on a specially-designed conveyor belt to collect your haul. 

Beyond its permanent beauty collections and GlossiWEAR merch, the flagship features an exclusive offering: a London passport holder (£25) and a unique London sticker. Working to support London's vibrant local community, Glossier will donate £5 from each passport holder sale to Hatch, a non-profit that helps entrepreneurs from underrepresented groups develop the knowledge, confidence, and skills needed to launch sustainable and impactful businesses. 

More than just our fave beauty shop, the brand hopes its flagship will serve as a “community-driven discovery hub”, where shoppers can join together to bond over the products and connect with other beauty fans. “It's a central meeting place for friends, a landmark, and a travel destination,” said the brand in a statement on Instagram.

For those who can’t come see the magic for themselves, don’t worry! On November 18, the brand opened up a new Los Angeles shop in West Hollywood – a few blocks down from the original LA store – featuring billboard-inspired decor, an outdoor ‘Glossier Alley’ with a coffee bar, and an 18-foot-tall Boy Brow monument. This past summer, a mossy, mushroom-covered Glossier shop also opened up in Seattle.

Glossier’s London store is now open at 43 King St Covent Garden. Swipe through more photos of the flagship above.

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