Glossier—the cult, direct-to-consumer beauty company millennials obsess over—opens its first Miami store in Wynwood this week. Yes, you read that right: come Wednesday, March 27, you’ll finally be able to touch, try and rub your face with the brand’s full line of products at its adorable pop-up shop adjacent to the Wynwood Walls.
It follows the model of previous temporary locations (such as San Francisco and Chicago) with a citycentric theme, colorful design and loads of experiential setups and photo ops to get customers interacting with the products sold mostly online. In Miami, Glossier pops up as a cotton-candy pink dream—a cross between the old Burdine’s store in Downtown and a blend of your favorite Art Deco hotels in South Beach. It has a marquee for a sign, a custom mural painted by Toronto-based artist Jacquie Comrie and a two fruit carts stocked with Mango Balm Dotcom (their newly launched mango-flavored lip salve), plus an Instagrammable jungle-like passageway that leads to the bathroom. If you see a crowd of girls peeking through vines, pretending to pick plastic bananas, you know you’ve reached the restroom.
Interactive elements notwithstanding, Glossier’s Wynwood location actually sells things. The brand’s full array of products is available as well as the recently launched Play collection, featuring kaleidoscopic eyeliners, vibrant lipsticks and shimmery highlighters in a rainbow of shades. A limited-edition Glossier Miami keychain is also on sale exclusively at this location, from which a portion of proceeds benefits Lambda Legal, a legal defense organization that fights for the rights of LGBTQ people. Sales made during the store’s celebration of Miami Beach Gay Pride on April 5, featuring performances by Kat Wilderness and DJ Gami, also go toward the organization.
Glossier Miami opens daily from March 27 through May 5 (Sun–Thu 11am–7pm, Fri-Sat 11am–9pm). If you’ve ever wondered what all the fuss behind bestselling Boy Brow is about but were too skeptical to order online, this is your shot to try it IRL. We won’t judge you for hoarding, but you will need to beat us to the punch.
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