Glossier founder Emily Weiss has announced the company is shutting down the brand’s sub-brand Glossier Play. Launched in an effort to create two different types of makeup, one minimalist and one extra, company founder Emily Weiss explained in an interview with Business of Fashion that the decision to end the brand came when she concluded, “Huh, we could have just launched more makeup products.”
As part of the brand shut down, the sub-brand’s Instagram feed is now private. At the same time, Glossier Play’s eyeliner and lip lacquer will be absorbed into the main line and will also get shade extensions. The line’s controversial Glitter Gelée eye shadow will be discontinued on March 2nd.
Launched in March of last year, the brand created excitement with the launch of a mystery Instagram feed promising an exciting new category. Fans speculated on a potential activewear or sex toy line, among other possible brand extensions.
After weeks of build up, fans of the minimalist makeup brand were underwhelmed when it turned out Glossier Play was a selection of evening-oriented beauty products described by the brand as “dialed up beauty extras that make getting the best part about going out.”
Immediately, Glossier Play’s Instagram feed was filled with comments from disappointed fans with some pointing out the Glitter Gelée eye shadow included environmentally-problematic ingredients. One commenter wrote, “Well. That was underwhelming. Weeks of hype for a bloody pencil sharpener and some glitter.”
