Since cult New York beauty brand Glossier launched as a start-up back in 2014, it’s made some serious waves in the industry. Thanks to its low-key aesthetic, clever social media strategy and simple yet result-driven products, the brand quickly became a firm favourite among beauty editors and celebrities, and it’s finally going to be gracing the UK with its presence.
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What a beauty: Cult skincare and make up brand Glossier is finally coming to the UK
An extension of Emily Weiss’s much-loved beauty site Into The Gloss, the digitally-aware beauty brand began with just four pared-back skincare products in white and soft pink packaging. Glossier’s innovative Balm Dotcom – a pleasingly hydrating, multi-tasking skin salve - was briefly made available for UK beauty aficionados to buy on Net-A-Porter in 2015 but that aside, the products could only be shipped to addresses in America and Puerto Rico.
The brand’s easy, breezy approach to beauty has worked hugely in its favour, drawing in a highly engaged audience of intelligent and sartorially-savvy millennials. On March 2016 simple yet sophisticated make up was added to its collection of sought-after products. Chrissy Teigen wore Glossier’s Cloud Paint gel-cream blush on her cheeks when she attended the Academy Awards and the buildable, easy-to-apply product was a key part of Reese Witherspoon’s beauty look for the Vanity Fair Oscars after party.
Photo: © Getty Images Chrissy Teigen wore Glossier's Cloud Paint on her cheeks when she attended the Academy Awards
Though there’s no official date for the UK launch as of yet, we’re eagerly awaiting the brand’s arrival in the UK, and until then we’ll be making a list of all the skincare and make up goodies we can’t wait to add to our beauty arsenal…
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