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Sephora will soon become a new outlet for the Glossier cosmetic brand. Glossier announced on Tuesday, July 26, that customers will now be able to buy its Boy Brow and Cloud Paint products at Sephora stores starting next year.
As per CNBC, the American makeup company said it is working on expanding its reach, and bringing its products to the Sephora stores is one way to do this. Once the Glossier products arrive at the French personal care and beauty retailer’s outlets in 2023, customers can expect them to be available in all branches in the United States and Canada.
This will be Glossier’s very first deal with a retail company, and it happened after its founder and chief executive officer, Emily Weiss, decided to step down and handed over the CEO post to Kyle Leahy, the company’s chief commercial officer prior to the appointment.
It was noted that although Glossier was not available in Sephora, many people have searched for it on the LVMH-owned beauty retail chain’s website. The makeup manufacturer is currently being endorsed by Olivia Rodrigo, the 19-year-old American singer who was tapped earlier this year to be its official brand ambassador.
Harper’s Bazaar reported that Glossier was best known for its established and highly successful direct-to-consumer method for sales and marketing. In the past, Glossier steered clear of having third-party retailers, and now this has changed, and customers are excited for this collaboration because now it will be easier to find and buy their favorite makeup brand’s products.
“We are incredibly excited to enter our first-ever retailer partnership with Sephora. They are an iconic, international retailer with an extremely loyal community and we know our customers want to find us there," Glossier’s new CEO said in a statement via Harper’s Bazaar. "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.”
Finally, Sephora’s executive vice president and global chief merchandising officer, Artemis Patrick, also said that they are excited to welcome Glossier to Sephora next year. "Our top priority is to curate the most exceptional collection of brands that shoppers around the world,” he added.
