By: Lindsay Garbacik By: Lindsay Garbacik | July 26, 2022 | Style & Beauty, fashion, Community,
Clean lines, organic shapes, and minimalist pops of pink can only mean one thing: Glossier has arrived in Georgetown. The digital-first beauty brand will open its fifth brick-and-mortar store in Washington, DC on Friday, July 29.
Glossier is known for its unique and empowering take on the beauty industry, as well as its now-iconic minimalist packaging, aesthetically-pleasing color palettes, and well-loved skincare and makeup products.
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Pastel, minimalist design flows into the overall concept of the brand’s store as well. The DC location has a chic, sleek aviation theme as a tribute to architecturally quintessential Washington, DC buildings, Union Station, and the Air and Space Museum. The design is inspired by the Jet Age of the 1940s and features retro details that will make guests feel like they’ve stepped into a whimsically modern, pink airport.
The immersive store experience will have guests feeling like they are “up in the sky”. With airport runway-inspired lighting and plane windows on the first floor, guests will then ascend a set of stairs to an open, light-filled, second floor gracefully arranged with Glossier’s full range of products and gorgeous selfie-ready seating spaces.
There’s a repurposed window from a Boeing airplane that serves as an intimate yet well-lit selfie corner, a staple in all Glossier stores. The corner features a whimsical, colorful cloud mural painted by a local artist. Additionally, there's an everchanging airport-inspired board that displays cute, on-theme messages, perfect for snaps with friends.
Glossier’s DC location is closely tied to the design and products carried in the new store. Exclusive to the location, shoppers can purchase a Glossier luggage tag complete with a key ring with its own set of wings on it. For each tag sold, Glossier will donate $5 to Build Metro DC, a non-profit group that helps support under-resourced students, youth businesses, teachers, and mentors in the local community. Community engagement mixed with an internet-loved brand brings an exciting, youthful energy to the historic Georgetown neighborhood.
“The EastBanc team is thrilled to officially welcome Glossier to Georgetown as it opens its doors at 3065 M Street. As shoppers explore Glossier Georgetown for the first time, they will be immersed in a brand that has come to define the beauty industry and that will shape the Georgetown market for years to come,” says Philippe Lanier, landlord of the space and principal developer at EastBanc.
While yes, online shopping can be easier, the brick-and-mortar store allows shoppers to explore, touch, and try the products they've previously only seen online. Tables are arranged near mirrors and sinks, making it easy and seamless to open tester bottles, feel the consistency of the products, and experiment with each before purchasing. The store will be stocked with “Editors” decked out in Glossier-pink jumpsuits, trained and ready to help customers select products that will actually work for them.
“When I started Into The Gloss, I wanted to make beauty as much of an element of personal style as fashion,” says Emily Weiss, founder of Glossier, on the brand’s website.
Glossier DC opens on Friday, July 29 on 3605 M Street NW, Washington, DC 20007.
Photography by: Lindsay Garbacik/ Modern Luxury