Glossier takes its first steps in Europe through Net-à-Porter
US cosmetics brand Glossier is taking its first steps in Europe via the Net-A-Porter website. However, they're baby steps to start with, since only one product, the Balm Dotcom, a multi-use balm for application on dry skin areas or as a lipstick base, is currently available on the luxury online sales website (at €40 for a pack of three). Glossier may well extend its partnership with Net-A-Porter and offer other products on sale soon, but nothing has been confirmed yet.
Behind Glossier is Emily Weiss, a young woman in her early thirties who made a name for herself on the web with the Into the Gloss site. It became a fully-fledged communications channel, where Emily, who started out at Vogue USA, collects the beauty tips of models and designers. Nowadays, according to Forbes, Into the Gloss boasts one million unique visitors monthly.
Launched in the US a year ago, Glossier has enjoyed good media coverage since its infancy. The brand does have its appeal, featuring a compact range of face products with straightforward formulas, and a pink and white, slightly retro packaging, customisable by using stickers.
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