Some of Glossier's most popular products are its facial cleanser, priming moisturiser and Balm Dot ComInstagram: glossier

To coincide with Glossier’s celebration of three years since its inception in 2014, the brainchild of Emily Weiss (originally of beauty website Into The Gloss) marked the occasion by delivering on a promise made earlier this year: to make the U.K. Glossier.

For those who don’t know, Glossier is a beauty-lifestyle brand premised – as its Instagram will tell you - on a “skin first, makeup second” approach to skincare. Targeted at millennials (Glossier first grew its audience exclusively on Instagram, where it has since amassed +700,000 followers), the fresh-faced, skincare-focused line centers on a similar philosophy to its editorial counterpart: to democratize beauty.

“That there is a lot of hype around Glossier is impossible to ignore”

Launched in 2014 with just four products, Glossier now boasts over twenty different products. Amongst these is the beauty line’s best sellers, including Glossier’s Balm Dot Com (£10) and Boy Brow (£14). Where Balm Dot Com claims to remedy chapped lips and skin, Boy Brow promises to enhance and groom one’s eyebrows, with each available in different complexions and flavours.

Now in its third year, Glossier has incorporated makeup into its range, with a recent foray into body-based products as well, expanding the company’s stronghold on beauty shelves to secure its place amongst shower fixtures too. However, these products were strictly available in the U.S. and Canada. Until now.

Glossier promotes the idea of natural beauty and putting skincare firstInstagram: glossier

Following a successful studio pop-up held in London earlier this year, the Glossier team finally announced this week that the company’s entire range is officially available to shop and ship within the U.K. To celebrate, Weiss, together with her team (dressed in Glossier Pink uniforms, obviously) hand-delivered the first series of orders to their London-based customers, with an official launch at London’s Soho Alex Eagle store.

And while Glossier’s entrée into the U.S., Canada and now the U.K. has been met with overwhelmingly positive reception, the individual results of its products on customers’ skins have been more polarizing. Where Glossier shines in its brand packaging, marketing (the diversity of its models alone is reason enough for applause) and direct-to-consumer engagement with its customers, the limited number of available skin shades, the proposed suitability of its products for all skin types, and the single brick-and-mortar showroom located in New York for customers to play with product go against the grain of Glossier’s accessibility model.


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This reality, coupled with the difficulty voiced by several reviewers online to detect the ‘no makeup’ makeup on one’s face, may be drawbacks for some. Yet for others, the very (in)visibility of the products is Glossier’s biggest drawcard.

That there is a lot of hype around Glossier is impossible to ignore; its message is on brand with the beauty trends that maximize imperfections and recognize the time poverty prevalent in 2017. Its ethos is one that is fundamentally easy to get on board with. Yet the average price points of its offerings (£15) and the rapidity at which Glossier is adding products to its dossier (the company launched six new products this year, with a seventh announced this week) is worth noting, and may be harder to get around.

That doesn’t mean we won’t try