Cosmetics unicorn Glossier nabs a major retail deal with Sephora as digi-storefronts get crowded

Scooping up ultra lip balm… Glossier’s taking its Zillennial-fave beauty products to Sephora in a major retail partnership starting next year. Glossier launched as a delivery-only beauty brand in 2014, and was last valued at $1.8B thanks to its Insta-friendly pink packaging and cult classics like “Boy Brow.”

• Gloss on the go: Glossier products will be available at Sephora’s stores (and website) in the US and Canada, but it's TBD how many and where. (Fun fact: Glossier says it's one of the most searched for as-of-yet unavailable brands on Sephora’s site.)
• Physical pivot: Glossier founder Emily Weiss stepped down as CEO in May as the brand embarked on a "new chapter" to drive growth. Glossier already has stores in London, Miami, LA, and Seattle, and plans to open more big city locations this year.

Beauty counter binge… Glossier’s retail partnership comes as the return of IRL events ignites makeup demand. Last quarter, high-end cosmetics topped $2B in sales, with unit sales surpassing pre-pandemic levels. Estée Lauder delivered double-digit sales growth last quarter, and the trend could continue: during economic downturns, shoppers are more likely to splurge on tiny pleasures like a $20 jelly-cream blush than a new Macbook (see: the Lipstick index).