Glossier Shakes Up the Shopping Sphere Again

Glossier Shakes Up the Shopping Sphere Again

By: Bella Duncan

Cult beauty brand Glossier has long defied the norms of shopping and marketing. Originally founded by Emily Weiss as a beauty blog and community known as Into the Gloss, Glossier launched its first four products in 2014 consisting of just moisturizer, face mist, skin tint, and lip balm. Since then, the brand has gained a loyal following, experimented with products and stores, and even been the subject of a book, Glossy: Ambition, Beauty, and the Inside Story of Emily Weiss's Glossier. Glossier’s newest venture tests the possibilities of brick-and-mortar shopping while focusing on the brand’s signature scent, “You.”

Glossier’s newest pop-up in London is different from their past pop-ups. “Realms of You” is an immersive experience dedicated to the brand’s beloved scent “You.” The scent’s claim to fame stems largely from the fact that it smells different on each wearer. Kendall Latham, the brand’s director of retail and experiential design, is the brain behind this innovative pop-up. 

Inspired by the autonomous sensory meridian response (ASMR) and Alice in Wonderland, the pop-up is designed to give each visitor an experience unique to their personal senses. Six guests at a time embark on their own Glossier You adventure. Visitors begin in a dedicated beauty ASMR room before heading to one of six booths, each with a different personality offering a different experience. Ending in a distorted red hallway, guests are eventually met with their products, including limited edition gifts such as red-lacquered pepper grinders, miniature microphones, beauty bags, and of course, “You” in its signature forms.

Realms of You will be open from November 18th to January 14th at 173 Regent Street in London. For more beauty news keep reading Square Magazine and follow us on Instagram. 

All images belong to their respective owners.