Beauty brand Glossier has announced a change to its distribution strategy announcing it will be carried at LVMH-owned Sephora, starting in April 2023 on the retailers’s ecommerce site and in U.S. and Canadian stores.
Launched in 2014 by Emily Weiss, Glossier was famously launched using a direct-to-consumer model with product only available online and at a handful of physical stores where customers often waited on long lines to gain entry to the stylish stores. Disrupted by the pandemic, the company was forced to close stores and in January this year announced it had laid off 80 employees.
Portending coming changes to the way it conducted business prior to the pandemic, Glossier announced Olivia Rodrigo as its first celebrity ambassador in April. The following month, CEO Weiss announced she was stepping down with Kyle Leahy, who held the role of chief commanding officer, charged with leading the company.
In an Instagram post announcing the news, the company stated, “We’ve been hard at work with the goal of bringing more Glossier to more people. Today, we’re so excited to announce our first-ever retailer partnership with Sephora!”