Young adults’ favorite up-and-coming cosmetic brand Glossier, pronounced “gloss-ee-ay”, makes its southern debut through the grand opening of its store in the heart of Atlanta. After its initial popup store in 2020, the store opened its doors to its permanent Atlanta store this past Thursday, August 11 at Ponce City Market. Starting in 2014, founder Emily Weiss wanted beauty to feel as important as fashion, and break the boundaries of the traditional beauty model. The makeup brand showcases itself on Tiktok and Instagram through influencers, including collaboration with singer Olivia Rodrigo. Previously exclusive stores in only the cities of Miami, Los Angeles and Seattle, Glossier announced its opening of four new permanent stores across the country. 

With the rising trend of the no-makeup-makeup look, trendsetters look to Glossier as a source for all their needs. Their products range from skincare to makeup but remind followers to put emphasis on skincare. Their website even allows buyers to take a skincare quiz to find products to fit one’s skin type and personalized routine. Packaged in iconic millennial pink and white, the cult favorites include the Boy Brow, Cloud Paint and Glossier’s own perfume Glossier You. 

“I like the Glossier mascara because it elongates my lashes and makes them matte black. My second favorite product by Glossier is also the mini compact blush because when it oxidizes, it leaves a nice finish. ” junior Vania Djomoah said. 

Walking into their store, workers in pink jumpsuits greet shoppers. Covered in their famous millennial pink, Glossier offers spots for taking pictures, even including a designated  Instagram-worthy selfie spot. With the message “you look good” on mirrors, the store instills buyers with self-affirmation and provides the store with a positive feel. The store’s displays allow shoppers to explore and enjoy testing products, especially with their wet bar where shoppers can try their body and skincare products. Instead of waiting in lines, shoppers can quickly check out by placing an order through a store associate. After paying, a Glossier employee calls the guest’s name to the front with the products in the brand’s infamous pink bag ready for pickup. Though appealing, the aesthetically pleasing products can make a buyer apprehensive due to the high prices for low-volume packages. For example, the best-selling 10ml Cloud Paint blush costs $20 and the 11oz Boy Brow at the price of $17.

Glossier’s store design includes pops of red, which reflects Atlanta’s sports team colors. Their store also gives a nod to Atlanta’s flourishing music culture through exclusive, location-only clothing with the Glossier logo surrounded by echoes in the design. They also contribute to the local community by donating $5 from every Mini Beauty Bag they sell, to the Atlanta-based organization Women’s Entrepreneurial Opportunity Project, Inc. (WEOP). WEOP promotes the economic progress of small company entrepreneurs and self-employed women of color via professional networks, tools and education. 

Glossier differs from other makeup franchises because they sell their merchandise through a direct consumer process instead of stocking them in stores. Glossier’s opening of its store in Atlanta and other locations allows consumers to see products in person to find the perfect shade and provides convenient access to their makeup needs.  

“It’s easier [to have access] because you can’t find a lot of Glossier stuff at Ulta or like drugstores, so finding it in a convenient area in our [Atlanta] location is good,” junior Jniya Wells said.