Due to the rising popularity of the brand, Glossier has opened up a permanent shop in Covent Garden, London.

 

Glossier sells many skincare, makeup and merchandise items. They specialise in minimalist makeup that has become more popular online. They first opened up a pop-up store in London in 2019, but unfortunately it had to close its doors once Covid-19 hit in March 2020. Even though it was only a temporary store, it became the brand’s most popular offline shop reaching an impressive 100,000 visitors in only 10 weeks.

 

As I arrived at the front of the shop, I was impressed by how beautiful the outside was. The store was opened in a Covent Garden historical location, a 17th-century townhouse that is described as ‘the oldest surviving building in the piazza’, which was redecorated by Glossier’s design team. To enter you have to wait in a short queue due to the number of people that want to visit the shop, and then when I entered, I was greeted by the warm and friendly staff.

 

In the shop I interviewed some customers, the first, who was 15, said: “I think the sample testing of the products is a really good idea and it encourages more people to visit”.  Another customer, who was 23, said: “The inside of the shop is very attractive and appealing; it makes me want to come again and buy something.” Another visitor, Anika Soni, 16, said “I’m really glad they finally opened a shop in London as I have been wanting to try out some products in person.”

 

Inside the shop there is a diverse range of makeup and skincare products that each have their own areas, with multiple samples awaiting customers along with tester tools. The shop has a beautiful interior, maintaining the feel of a traditional townhouse, with marble and pink walls. The Glossier staff make sure to sanitise each time a person uses the sample so there are no worries about Covid-19. Another positive aspect of this shop is that they only take contactless payments and your purchase comes to you contactless as it arrives on a conveyor belt.

 

Overall, I truly recommend visiting this shop as it was a great, new experience!