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Glossier’s first major retail partnership

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  • Posted 5 December, 2019
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Glossier is going offline for its latest venture: a partnership with Nordstrom to sell its signature fragrance. But can the beauty company enter wholesale without sacrificing its direct to consumer origins?

Glossier, known worldwide for its unique, pretty-pink aesthetic and incredibly popular makeup products, has opened temporary pop-ups in seven Nordstrom stores around the US. From December 3 to February 16, the beauty company will be selling ‘Glossier You’ bricks-and-mortar style (complete with an exclusive special packaging), a fragrance it launched two years ago that has since become one of its highest rated products.

Inspired by Glossier’s ‘skin first’ philosophy, the crowd-favourite perfume is made with spicy pink pepper, musk, and iris root, formulated to smell slightly different on each customer.

Born on the internet, Glossier’s success can be attributed the fact that it’s a back-to-basics, digitally native brand. In 2018, it surpassed $100 million in annual sales and drew in one million new customers. Targeting millennials and Gen Z with ‘beauty products inspired by real life,’ the company has built a cult following around the globe with a narrow product range that focuses primarily on natural beauty, and encourages customers to create their own looks.

With some 2.5 million Instagram followers (and counting), it’s surprising that Glossier hasn’t entered into more physical retail before, but founder and CEO Emily Weiss explains why.

‘Digital is part of Glossier’s DNA, but fragrance is an extremely personal category – one that people understandably prefer to discover in person,’ she says. ‘And department stores are the largest channel for it, making up nearly a quarter of all US fragrance sales.’

With Nordstrom’s reputation in the industry for being a sought-after collaborator with up-and-coming e-commerce brands, I have no doubt that the partnership will be a huge hit. And neither does Weiss. ‘We feel confident that with Nordstrom as our partner, we’ll be able to maintain our extremely high bar for customer experience,’ she says. We do’nt yet know if this will lead to more offline ventures for Glossier in the future but personally, I wouldn’t be surprised if it did.

Feature Media Manager & Senior Writer London, UK

Sofia (She/Her) – I’m the Deputy Editor & Media Partnership Manager at Thred, specialising in exclusive articles and live interviews, fashion and beauty with a focus on sustainability, women’s rights, psychedelics, and Latin America. I studied Spanish at the University of Exeter and International Journalism at City, London. Follow me on Twitter, LinkedIn, and drop me some ideas/feedback via email.

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