Glossier announces opening of permanent LA location

By

Cassidy Mantor

Published
Apr 13, 2018

After a successful pop-up in San Francisco, cult makeup brand Glossier has announced plans to open its first permanent retail store in Los Angeles. This is the brand's second retail location, following a NY showroom.

Glossier announced the store opening on Instagram on Thursday, saying, "LA, we're coming for you. Permanent store coming end of May."

The announcement was accompanied by an image of the future West LA location: an ivy-covered building with vinyl wrapped windows featuring the Glossier G.

The permanent LA location is not the first time the brand has created a retail presence for the city. Last year Glossier opened a pop-up in the same Melrose neighborhood.

In 2015, Glossier also organized a pop-up in Santa Monica, and other temporary retail experiences have been set up in destinations such as Toronto and London.

The brand's San Francisco pop-up at Rhea's Cafe is slated to close this week, with early reports of its success suggesting strong demand for the millennial brand on the West Coast.

Indeed, the announcement of a permanent West Coast location was met by a lot of support on social media. Users on Instagram reacted to the brand's post with comments such as "what a relief" and "FINALLY OMG", and tags to friends saying "if ever there was a reason to come to LA<3".

Glossier has 1.1 million Instagram followers. The four-year-old brand is privately held by founder and CEO Emily Weiss, and recently raised $52 million in Series C funding.