First Look: Glossier opens big SoHo flagship amid brick-and-mortar return

Glossier’s return to physical retail continues with the opening of a high-profile flagship.

The digitally native beauty brand has opened a 7,000-sq.ft. store on Spring Street in New York City’s SoHo neighborhood. The sleek space, which includes a 500-sq.-ft. lounge, features a mix of city, residential and industrial details that reflect the locale. Hidden touches referencing architectural and design motifs found in NYC subways are found throughout the store, including a floor-to-ceiling subway tile mosaic, wooden subway-style benches and barrel-vaulted ceilings. Concrete floors and plaster walls have the feeling of a SoHo loft, while upholstered, plush sofas add a softer, more residential touch to the space.

Glossier re-entered brick-and-mortar in 2021 after closing its two permanent stores — in New York City and Los Angeles — in 2020 due to the pandemic. With the SoHo opening, the company now has nine locations, including Atlanta, D.C., London, Los Angeles, Washington, D.C., and Miami. Two additional stores are scheduled to open this spring, in Boston and Chicago.

Upon entering Glossier NYC, guests are greeted with a “You Look Good” tile mosaic embedded in the concrete floor. As with Glossier’s other locations, the SoHo outpost encourages customers to test products. Taking inspiration from long dining tables, two 15-foot long tables are located in the main area for guests to find, swatch, feel and use products. There is also a special wet bar room for trying skincare products.

The back of the store is home to a lounge area with a skylight that washes the space in natural light. Just off the space is a “selfie room,” a signature feature in all Glossier stores. But the feature is turned up a notch here via a constant live feed that broadcasts the selfie moments in-store.

In other fun touches, customers can play a boardwalk-style claw machine game and win G-shaped cookie cutters and hair clips, among other items.

“This new SoHo Flagship is an incredible representation of our brand in real life, where guests will be able to immerse themselves in all-things Glossier: trying products, engaging with our editors and

community, and sparking beauty discovery and joy,” said Kyle Leahy, CEO of Glossier. “We’re excited for both our loyal fans and new customers to experience this stunning flagship space.”