Update (3rd February 2020): Glossier have revealed that they are extending the residency of their London pop-up shop, Glossier London, and will remain at the Instagram-worthy space on Floral Street, Covent Garden, through the end of the year. Initially, the pop-up was set to close on the 9th February 2020, but it is officially Glossier's most successful bricks and mortar venture.
Update (18th November 2019): Glossier have finally announced the location of their much-anticipated London pop-up store: 13 Floral Street, Covent Garden. So what will it look like? According to the brand, "a customised Glossier floral pattern will cover every surface and the space will take visitors through secret doors and hallways to discover Glossier in real life." There will also be a "Glossier Rooftop", a full-scale installation that pays homage to the iconic London skyline.
Update (15th November 2019): Glossier's London pop-up store will officially open its doors at 10am on Wednesday 20th November 2019 and run through until Sunday 9th February 2020. The store's temporary location is yet to be announced by the brand.
This article was originally published on 8th August 2019.
Emily made the exciting announcement in an interview with the Financial Times, but kept her cards close to her chest about what the pop-up would look like. "We are a global company," she told the FT. "Roughly fifty per cent of our followers are international and so we’re trying to get our products into our followers’ hands as quickly as we can."
If Glossier's Instagram aesthetic is anything to go by, we've no doubt that the store will be both refreshingly minimal yet decked out in the brand's signature millennial pink – and that there will be queues around the corner, of course.
In other Glossier news, the brand has expanded its lip gloss collection to include a holographic and tinted version which will sit alongside the bestselling clear gloss. Glossier also took to Instagram not long ago to lift the lid on GlossiWEAR, branded merchandise which launched with hair clips and sliders.