A decade after Glossier – the product line spun off from beauty magazine Into the Gloss – launched, the brand is finally making its bricks-and-mortar debut in the Australasian market through an exclusive retail partnership with Mecca.
When Glossier enters Mecca on July 16, Aussie beauty lovers will get the chance to swatch before they shop for the first time. The brand’s widespread appeal means that many Aussies will already have their favourites, but the opportunity to pick up Boy Brow, Cloud Paint, Futuredew, Glossier You, Stretch Fluid Foundation and more without forking out for shipping is a win for bank account balances everywhere.
The exclusive retail partnership in Australia and New Zealand is a perfect fit for the two female-founded businesses. In a statement released by Mecca this morning, Glossier CEO Kyle Leahy said: “As a brand born on the internet, Glossier has had a global community base since day one… We have been so lucky to consistently hear from community members across Australia and New Zealand about their love for Glossier, so it was critical to find the right wholesale partner to launch our brand in the region. We are thrilled to have found that partner in Mecca… with our shared values and devotion to all things beauty, we couldn’t be more excited.”
The move will cement Glossier’s foothold in the local market after it began shipping to Australia and New Zealand last year, putting “Glossier mules” everywhere out to pasture.
And, if you’re new to the Glossier cult, here’s the answer to the question you’ve been asking yourself throughout this whole article: it’s pronounced “gloss-ee-aye”.
www.glossier.com/en-au/
www.mecca.com/en-au/
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