Glossier is escalating its mass return to retail with a new beauty destination in Miami, US.
A celebration of the city’s vibrancy, the Glossier Miami space is inspired by its famous beaches and cabana culture, as well as Florida’s tropical foliage.
The space is also said to be Glossier’s take on a beach club.
When shopping, customers are encouraged to discover new products and feel confident.
Emily Weiss’ beauty brand first made an appearance in the Florida city in 2019 with an art-deco-inspired pop-up.
The digital-first beauty brand said in a statement that it was “excited” to be back full time in the region.
“We can’t wait to welcome our Miami community to experience Glossier IRL [in real life] at our permanent location in the Design District, and, as per usual, we have some special surprises in store,” the brand added.
Glossier’s bricks-and-mortar comeback began in November last year with a new destination in Los Angeles, US.
Inside Glossier's Miami store
The West Hollywood outlet – just a stone’s throw from its previous store – took inspiration from classic Hollywood studios.
Following that, Glossier made its way back to Britain in time for the Christmas trading period.
Situated in the capital’s Covent Garden district, Glossier’s Kings Street store is said to be the oldest building in the area.
The outlet was designed to be “a central meeting place for friends, a landmark and a travel destination”.
In 2022, the brand is also expected to cut the ribbon on a New York store, the brand’s hometown, which – along with all of Glossier’s shops – was closed in March 2020, due to the pandemic.
Despite returning to retail with a bang, the company has had to make some tough decisions in order to offset “mistakes” that were made by the business during the pandemic.
As a result of these faux pas, which included prioritising “strategic projects” over scaling the core business, according to Weiss, Glossier had to cull 80 staff from its head office.
