Glossier is continuing its US takeover with the launch of a brand-new flagship store in New York. The cult beauty brand has opened the doors of its new space on 123 Lafayette Street on November 8, replacing its former showroom space in the city. The address is significant: it marks the spot where the business was first launched as an online venture back in 2014.

"Since the beginning, what’s made Glossier different is that we have encouraged our community to co-create the company with us," founder and CEO Emily Weiss told Forbes. "Opening our Flagship at 123 Lafayette is a nod to those who have been with us since the beginning and makes sure that we are always staying in conversation and evolving with our community."

The two-storey space will feature a ‘wet bar’ where shoppers can test out and rinse off products, as well as an entire space dedicated to its signature ‘Boy Brow’ product.

New lipstick launch

The opening comes as the brand is in the midst of launching an updated version of its Generation G lipstick, which hit the shelves on November 7. The lipstick, which comes in six different hues, offers a just-blotted effect and has a softer texture than its predecessor, thanks to the addition of a sunflower-synthetic beeswax blend, blue agave and safflower oil to its formula.

Glossier’s success has taken the beauty industry by storm: earlier this year, Weiss announced that the brand had raised $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."