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Glossier To Start Selling Products At Sephora Stores In 2023

Glossier To Start Selling Products At Sephora Stores In 2023

Glossier To Start Selling Products At Sephora Stores In 2023

Glossier has struck a new partnership with Sephora to stock its popular products, such as the Boy Brow, in the company’s physical stores across the U.S. and Canada starting in early 2023.

Until now, Glossier was the most searched brand on Sephora’s website, but its products remained inaccessible to the beauty retailer’s customers.

In its announcement, Glossier noted that its decision to sell its products through another retailer marks the start of a new chapter for its business.

“We share the same customer-centric values and are both deeply grounded in the ever-evolving notion of beauty discovery,” said CEO Kyle Leahy. “This marks a new chapter in our omnichannel strategy and we can’t wait for all that’s ahead in 2023.”

The shift in Glossier’s distribution strategy comes after the company shuttered its three physical store locations during the pandemic, including one in the SoHo district of New York City, where the company is headquartered, CNBC reported. Since then, the company has opened stores in several cities such as Miami, Seattle, London, and Los Angeles, with plans to open several more locations along the east coast by the end of 2022 and a flagship store in SoHo next year.

Glossier, founded in 2014, has had a rough go in finding its footing since the pandemic’s start. The company laid off 80 employees in January this year, just six months after it had raised $80 million in funding to re-establish its physical footprint.

Later in May, the company’s founder Emily Weiss stepped down from her chief executive role along with Ali Weiss, the company’s chief marketing officer. Leahy, who was previously serving as the chief commercial officer at Glossier, took over the CEO position.

The executive shuffle was part of the company’s effort to reinvigorate its business and raise funding at a higher valuation, which could help fuel expansion in the U.S. and abroad.

This year, the company also appointed Grammy Award winner Olivia Rodrigo as its first-ever celebrity ambassador.

“The partnership with Olivia signifies the brand’s focus on building authentic talent partnerships grounded in real-life connections and shared values,” the company said in a statement. “It’s also an extension of Glossier’s people-first approach to beauty, with Glossier and Olivia initially connecting over the belief that beauty is above all, celebrating where you’re at today and taking pride in your beauty journey.”

Glossier’s move to appoint a celebrity ambassador and expand its distribution channels is a tried-and-tested strategy that many other retailers have successfully implemented. For example, the sustainable shoe company, Allbirds, began selling several of its signature shoe styles at Nordstrom stores this year in an effort to expand its customer base and improve its profitability.

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