This past Thursday, Glossier announced that their most popular products, Boy Brow and Cloud Paint, will be available at Sephora starting next year. The announcement marks a big shift for the brand as this will be the first time Glossier has partnered with any major retailer.
Former CCO, Kyle Leahy, took over as CEO of Glossier after founder Emily Weiss stepped down this past May and has been pushing for brand expansion since she started. What really pushed the decision to initiate a retail partnership with Sephora was the discovery that Glossier is one of the most searched for brands on Sephora’s website despite it not being currently available at any LVMH- owned retailer. Sephora shoppers’ desire for Glossier in addition to the fact that the company took a hit from the pandemic forcing them to close three of their major stores pushed Leahy to make the groundbreaking decision to start selling outside of Glossier stores.
Leahy said in a statement about the brand’s expansion that allowing Glossier to sell through other retailers “marks a new chapter” for the company. Though the brand declined to say whether or not they plan to offer an initial public offering, they have announced that the expansion also includes opening more brick-and-mortar shops nationwide in hot locations like Washington, D.C., Atlanta, Brooklyn, NY, and Philadelphia.