In a complete about-face, Glossier has announced it will enter Sephora stores in the U.S. and Canada beginning in early 2023. The move also includes a presence on Sephora.com.
“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. 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,” said Glossier CEO Kyle Leahy in a statement.
Artemis Patrick, Sephora EVP, and Global Chief Merchandising Officer, said in a statement, “We couldn’t be more thrilled to welcome Glossier to Sephora next year. Our top priority is to curate the most exceptional collection of brands that shoppers around the world come to expect from us, as the leading global prestige beauty retailer. As one of the most searched brands on Sephora.com we know our customers are going to be beyond excited to find their Glossier must-have products online, the Sephora App, and in our stores, while unlocking all the perks of our Beauty Insider program has to offer.”
Currently, Glossier is one of the most searched brands on Sephora.com that is not currently a part of the retailer’s portfolio. A Glossier spokesperson added that inquiries for the brand at Sephora have spiked nearly 200 percent over the past 12 months.
In addition to the 2023 Sephora rollout, Glossier will continue opening its own stores across the country. In 2021, Glossier opened stores in Seattle, Los Angeles, London, and Miami. Glossier will also be adding locations in Brooklyn, Washington, D.C., Atlanta, and Philadelphia by the end of 2022, and returning to Soho in 2023.
In May, Glossier’s founder, Emily Weiss, announced that she was stepping down as the company’s CEO after an eight-year run. The news was welcomed by the industry who had long been watching a series of stumbles by the brand, which earlier this year also laid off 80 employees. The May news also announced Kyle’s promotion from Chief Commercial Officer. Emily remains Executive Chairwoman of Glossier.
The move into retail follows another first for the brand, which was announced in April, that it had signed pop star Olivia Rodrigo to a long-term deal to promote its products, marking a major break from the brand’s traditional community-centric marketing tactics. To date, Glossier has raised more than $260 million dollars, with its most recent valuation at $1.8 billion as of July 2021.