Glossier is diving into color cosmetics with the launch of a new brand.
The skin-care company, which popularized the no-makeup makeup trend, teased an addition to its profile in late February via @glossierplay on Instagram. The page accumulated nearly 60,000 followers over the course of a week with posts that suggested a forthcoming makeup line. Today, the company confirmed rumors with the official unveiling of Glossier Play, its new high impact makeup brand.
Glossier Play has been in the works for the past two years, according to the brand. Paying homage to Glossier’s initial four-product debut, Glossier Play is starting with just four items: Colorslide gel eye pencil, Vinyl Lip lacquer, Niteshine highlighter and Glitter Gelée. There are also two tools: a pencil sharpener and an applicator designed specifically for Glitter Gelé.
The products, available now on Glossier’s web site, come in a total of 28 shades. Like Glossier’s skin-care range, Glossier Play’s offerings are affordable, with prices at $14 for the glitter paillettes, $15 for the eye pencil, $16 for the lip lacquer and $20 for the highlighter. There is also an option to get one of each product in any shade for $60.
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Campaign imagery for Glossier Play suggests that the brand is taking a more inclusive approach to its color cosmetics — an increasingly common practice in a post-Fenty beauty landscape. Known for skin care, Glossier has also made waves with its makeup category, which includes bestsellers Cloud Paint blush and Boy Brow eyebrow gel, one of which sells every 32 seconds. Glossier Play seems to be the higher impact version of what the brand has already built.
In November, Glossier opened Glossier Flagship on New York’s Lafayette Street. The space, which occupies the same address where the brand was originally founded, averages 50,000 visitors a month, according to the brand.
One month after the flagship’s opening, Henry Davis, who was Glossier’s president since 2014, exited the company. Davis also previously served as the brand’s chief operating officer and chief financial officer.
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