Glossier goes permanent: the Covent Garden pop-up is here to stay

Natasha Afxentiou

5 February 2020

Cult beauty brand Glossier continues to blaze a trail in London, by announcing its wildly popular pop-up shop in Covent Garden will remain open until the end of the year

5 February 2020 | Natasha Afxentiou

Beauty lovers rejoice: the Glossier pop-up shop in Covent Garden, which was due to close this month, is now here to stay. The decision comes following record-breaking footfall: more than 100,000 shoppers visited the Floral Street shop during December and January, making it the most successful pop-up in the history of the brand.

Glossier was launched in 2014 by Into The Gloss founder and CEO Emily Weiss. The digital-first beauty brand became an internet phenomenon for its minimally packaged pink-and-white products, straight-talking ethos and “skin first, makeup second” philosophy. Early Glossier hits remain bestsellers: the nourishing Balm Dotcom skin salve; the all-in-one Boy Brow and the cult Milky Jelly Cleanser. It took Weiss 200 test runs before she was happy with her chunky Lash Stick mascara, which creates thick, full brows without looking clumpy.

Since launching, Glossier has opened two permanent locations in the US and a series of wildly popular pop-up shops across the world. In December, it unveiled its first London bricks-and-mortar boutique on Covent Garden's Floral Street.

While Glossier has a minimalist approach to packaging, the Covent Garden shop is surprisingly vibrant and totally immersive. The entire shop is outfitted in psychedelic retro florals, while staff, dressed in Glossier pink boiler suits, guide shoppers through hidden corridors and unexpected doorways.

Glossier drew influence from quintessentially British social clubs and William Morris textiles for the boutique, choosing to view British history through 'Glossier-tinted glasses'. A candy pink rooftop installation is hidden at the back of the shop, which is a nod to the well-known chimney sweep scene in Mary Poppins and pays homage to the London skyline.

Enter however at your own peril: it is nigh-on-impossible to leave this 'House of Fun' without a sack full of Glossier goodies. 

Glossier Milk Jelly Cleanser, mini £8, full size £15
Glossier Boy Brow, £14
Glossier Balm Dotcom Trio, pick three balms for £25

Glossier, 13 Floral Street, Covent Garden, London WC2E 9DH

Open daily, 10am-7pm; 11am-6pm on Sundays