In February, millennial beauty favourite Glossier shared a secret: the exciting launch of a spin-off brand called Glossier Play. However, what it didn’t share is almost anything else about what the new offering, leaving beauty lovers scrambling to find even an inkling of what the news was all about.
Now, Glossier, which was founded by Emily Weiss of the wildly popular website Into The Gloss, has unveiled the ‘dialed-up’ line, debuting six new products and explaining the ethos behind the exciting new launch.
Here’s everything you need to know:
What is Glossier Play?
In an email sent out to announce the launch on 22 February, Glossier wrote that there was a ‘new brand coming soon’, and suggested that subscribers ‘press play’ on the invite above.
The main Glossier account also tweeted: ‘NEWS! Glossier Play our new brand is coming March 2019. After two years in the making, we can’t wait for you to see, touch, hear, swatch, and play with what’s to come.’ And so, the mystery ensued.
NEWS! ⭐️ Glossier Play ⭐️ our new brand is coming March 2019 ⭐️ After two years in the making, we can’t wait for you to see, touch, hear, swatch, and play with what’s to come.
→ https://t.co/bRRWAxl9XP pic.twitter.com/cFPnKLQmWL
— Glossier (@glossier) February 22, 2019
Teasers of posters and logos followed, and finally, on 4 March (launch day!), team Glossier confirmed that Play was an extension of its original beauty brand. ‘In many ways, Glossier Play has been part of Glossier since the beginning,’ it said. ‘We launched in 2014 with four products and a mission to democratize beauty and bring a sense of freedom to how you look, act, and feel.
‘We’ve spent the last 4+ years creating modern essentials designed to live with you and prepare you for the endless beauty choices that might come next. Now, with Glossier Play, we’re applying our core values to the world of colour.’
What will Glossier Play sell?
Glossier = beauty, and while some insiders noted that it had trademarked the the phrase ‘Playroom’, leading to speculation that Glossier Play might actually be products from your home, we know for sure now that we’re blessed with new make-up, rather than candles and reed diffusers in signature Glossier scents (we can but dream).
‘With Glossier Play, you’ll find colours you’ve never seen before, luxurious textures that move with you, and products that breath excitement back into your makeup routine,’ the brand added. ‘Glossier Play isn’t about a certain look, it’s about having fun in whatever moment you’re in.’
There will be six products in the first roll-out – four beauty buys, and two tools:
- Colorslide: A color-true gel eyeliner pencil that lasts all day and all night (14 shades)
- Vinylic Lip: A high shine lacquer in an easy-to-use click pen format (6 shades)
- Niteshine: A buildable pearlescent highlighter with precision doe-foot applicator (4 shades)
- Glitter Gelée: A one-step glitter gel that creates an instant multi-dimensional, jewelled effect (4 shades)
- Blade: A high tech sharpener
- The Detailer: A precise applicator designed for Glitter Gelée
If you’re really ready to play, you can also invest in a ‘Playground’ set, which includes one Vinylic Lip, one Glitter Gelée, one Niteshine, and one Colorslide, plus The Detailer and Blade – and saves you £13 compared to buying each item separately.
‘We believe the best part about going out is getting ready,’ says the brand – and thanks to Glossier Play, that process just got a whole lot more fun.