American beauty brand Glossier has signed an exclusive agreement with Sephora UK for its development in the UK. The partnership includes a launch of the brand in the Westfield Shepherds Bush store and online.
American beauty brand Glossier is gearing up for a collaboration with UK cosmetics titan Sephora.
Indeed, from September 15, Glossier will be exclusively available at Sephora UK, including Sephora Westfield Shepherds Bush, online at Sephora.co.uk, as well as in Glossier’s flagship store in Covent Garden and on glossier.com. Glossier will make its debut on the Sephora app from September 14.
This UK initiative follows Glossier’s successful alliance with Sephora in the US and Canada earlier this year. The success of their collaboration in North America has boosted the brand’s expansion plans in Europe.
“Following Glossier’s great success with Sephora in the US, we’re extremely excited to be launching the brand in the UK, both online, on our app and in our wonderful Westfield Shepherds Bush store, exclusively,” said Kyle Leahy, Managing Director of Glossier.
International expansion
This partnership represents a strategic step in Glossier’s international expansion, aimed at making its products more accessible to a global audience. This collaboration with Sephora UK follows naturally from the two brands’ shared vision of beauty discovery and innovation in customer experience.
“Glossier’s record-breaking launch in 650 Sephora stores across the US and Canada in February significantly exceeded all expectations,” said Sarah Boyd, Managing Director of Sephora UK. “Glossier was the most searched brand on Sephora’s website prior to launch.”
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Ting-Ting Lee, Head of Marketplace at Sephora UK, will present the collaboration strategy between brands and retailers at ChannelX World on October 11. She will outline how brands and retailers can leverage marketplaces to expand their customer base, boost sales and foster collaboration.
Satisfying the community
Like Sephora, Glossier relies on its community. As the latter’s second largest market, the UK is the ideal choice for this partnership, marking the beauty brand’s first UK retail relationship.
By opening its doors at Sephora Westfield, Glossier is responding to the needs of its UK community by offering more opportunities to buy its products both in-store and online. Glossier’s new address at Sephora UK will showcase the brand’s distinctive features, with its iconic pink hue serving as the backdrop for product presentation.
In addition, Glossier’s famous corrugated tray test system will be featured on the top shelf of the Glossier section at Sephora. Finally, customers will immediately notice the “You Look Good” mirror when shopping in this section.
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