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Industry buzz

Glossier aims to become a social-selling website for beauty

Glossier, the cult beauty brand known for its Millennial following, is looking to revolutionize the retail landscape once again.

The Los Angeles-based brand, which is famous for its signature minimalist approach to packaging and marketing, is working on launching a social selling website, Bloomberg reports.

Body Hero Duo by Glossier - Photo: © Courtesy of Glossier

Body Hero Duo by Glossier - Photo: © Courtesy of Glossier

The platform, which is apparently in the early stages of planning, will incorporate elements of social networks as well as acting as a retail spot for the brand’s skincare, fragrance and makeup products.

The move would be the next major step in a rapid growth story for Glossier, which was founded by CEO Emily Weiss in 2013 as an online venture that has become a major beauty brand. Earlier this year, Weiss announced that the brand had raised US$52 million in Series C fundraising.

E-commerce has made buying easier and more efficient, but discovery less fun and meaningful,” she said in a statement at the time. “Our direct-to-consumer model has enabled us to build uniquely powerful relationships with every single one of our customers on a personal level.The company has also been experimenting with bricks-and-mortar stores, setting up shop in New York and Los Angeles.

A beauty (store)

Une publication partagée par Emily Weiss (@emilywweiss) le

Glossier is not the only beauty brand seeking innovative social ways to appeal to shoppers — earlier this month, L’Oréal announced plans to bring augmented reality makeup experiences to the masses via Facebook, while last year saw makeup mogul Pat McGrath become the first makeup brand to sell beauty products on the music streaming service Spotify in partnership with the singer Maggie Lindemann.


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