By Tyler Martin
In 2018, when I was in high school, there was nothing cooler than visiting a Glossier pop-up store. With larger than life installations of the brand’s iconic products, product testing stations at every turn, and a wash of Glossier’s signature light pink throughout, these pop-ups were a cultural phenomenon. Glossier products were celebrated everywhere for being fun, affordable, and most importantly, aesthetically on point.
According to Business of Fashion, by 2021, Glossier was a billion-dollar beauty brand with a valuation of $1.8 billion. But fans of the brand know it hasn’t always been smooth sailing. After a few challenges, especially CEO Emily Weiss stepping down, Glossier’s momentum seemed to make a dip.
Now, Glossier is back and better than ever. Their new Dallas store opened this past week at NorthPark Center, which marked the brand’s first location in Texas and joined a lineup of just 12 stores worldwide. I was lucky enough to be invited to the private preview and cocktail soirée before the grand opening the following day, and it was an incredible experience.
When I arrived at the event, a roped-off entrance greeted guests, where we checked in before walking inside. While we waited, a DJ played a mix of chill and upbeat songs, setting the perfect vibe. There was a live artist who painted pink sunset scenes, inspired by Glossier’s popular “cloud paint” blushes, in the similar range of hues available to shop.
One of the highlights was the personal engraving of “Glossier You” fragrances. Each guest got to pick one of two new scents: “You Rêve” or “You Doux.” After selecting our fragrance, we could add our name or initials to the bottle. It was a little detail that made the experience extra special, because who doesn’t love a custom keepsake?
Inside, the vibe was lively and vibrant, with people passing out pink mocktails and bites like chicken-and-waffle skewers, a nod to Glossier’s playful brand DNA. We explored the displays, tested products, and even sat at the application station in the center of the store to delve into the products deeper. It was a fresh, energetic atmosphere.
The retail floor itself is reminiscent of an art supply store, with features like swatch strips to help shoppers find their perfect shades and walls lined with rows of cloud paint tubes. The store invites shoppers to explore, learn about the products and have fun experimenting with them.
According to the Dallas Press Release, Julia Muntean, Glossier’s Senior Manager of Retail Design, explained the vision behind the store’s design. With the art supplies and brushes around the store in mind, I was affirmed that this was the store’s intention. The store “design draws inspiration from Glossier’s playful core and origins, nodding to art supplies, playful brushes, and the bold, eye-catching displays you’d find at your neighborhood paint store.”
A standout feature of the store is the fragrance island centerpiece, which walks costumers through all the elements of the Glossier You perfume, and showcasing the bottle’s design process. It celebrates what many consider one of Glossier’s best products.
Nancy A. Nasher, the owner of NorthPark Center, also shared her excitement for being the first location in Texas. “The NorthPark Center store will perfectly blend Glossier’s interactive approach to retail with our dedication to the arts through special, art-inspired design details throughout,” shared Nasher in the Dallas Press Release.
We left with oversized, pink goody bags packed with Glossier merch and, of course, our engraved “Glossier You” fragrances – perfect keepsakes from our memorable evening. The excitement of this opening restored my faith that Glossier is here to stay, and I was just as thrilled to step into this store as I was at their pop-ups back in high school.
*Quotations and detailed information of store space courtesy of the Glossier Dallas Press Release
Cover image featuring Look Advisor Jenny B. Davis and Staff Member Mari Sato
