Glossier has arrived in Australia. Remember the days when snagging a coveted Glossier product felt like trying to score a golden ticket? For years, Australian beauty enthusiasts have been lusting after the brand’s millennial pink haven of natural-looking makeup and “woke up like this” vibes. We watched with envy as Glossier dominated social media feeds, but the only way to get our hands on those cloud paints and boy brows was through international shipping or (gasp) resellers.
Well, the wait is finally over, and it feels like a major coup for Aussie beauty lovers. Glossier has chosen Australia as its next big international step. But even more exciting? They’re partnering with Mecca, meaning we can finally ditch the online shopping anxiety and head in-store to test and trial all those Glossier goodies before we swipe our cards.
Related: 3 Editors With Different Skin Tones Review The New Glossier Cloud Paint Bronzers
Glossier In Australia: Why Now
So, is this a cause for celebration or a case of déjà vu? Let’s see what Emily Weiss, the Glossier mastermind herself, has to say about the long wait and her must-have picks.
“We’ve never been outside of our website or stores. That’s it for nine years,” she explained during a Glossier media event. “So we just started to finally say, ok, let’s really go out and meet everyone and be available for people who really want to touch and feel this brand.”
Touching and feeling the brand’s signature packaging and innovative textures is a big part of the Glossier experience, and Weiss emphasised the importance of physical accessibility. This philosophy extends to their choice of partner in Australia.
“Australia was our first new country to really like come to and invest in and visit,” Weiss said. “Mecca is like such a world class partner that it made the decision super easy as well.”
The partnership with Mecca makes perfect sense. Both brands share a commitment to offering a curated selection of high-quality beauty products, with a focus on experience and customer service.
Glossier’s Aussie invasion feels like an episode of “Friends” that finally got streamed on Netflix. Maybe they were busy conquering the US and Europe, swatching their way to world domination. Or perhaps untangling the red tape of international shipping had them feeling like they were stuck in customs purgatory (a relatable struggle, tbh). So, dust off your MECCA loyalty cards, because Glossier’s here to stay.
Is the Glossier Hype Still A Thing?
Sure, Glossier might not be the beauty world’s hottest new fling anymore. But let’s be real, it’s the comfy boyfriend jeans of the makeup world – a reliable fave that never goes out of style. Their focus on natural beauty and that elusive “lit-from-within” glow is timeless, and who can resist a product that looks as good on your vanity as it does on your face?
Glossier’s got the “less is more” mantra down to a pat. Their products are all about enhancing your natural features, not hiding them under a mask of foundation. Plus, the packaging is the epitome of cute (millennial pink forever!), and the whole brand aesthetic screams “effortless cool” like you just rolled out of bed and straight onto a fashion week runway.
Glossier Must-Haves, According to the Founder Herself
The hype surrounding Glossier’s arrival is real, and with shelves overflowing with those oh-so-tempting cloud paints and boy brows, choosing where to start can feel overwhelming. But fear not, fellow beauty fiends! Emily spilled the tea on her personal must-have Glossier picks.
Glossier You
“Well, I’d be remiss not to talk about Glossier You,” Weiss enthused, kicking off the conversation. “One is sold every 20 seconds in the world of Glossier You, which is so, so amazing because when we came out with this perfume in 2017, we wanted to create the ultimate personal fragrance.”
Glossier You’s unique, user-specific scent has garnered a cult following, and Weiss elaborated on the concept. “We left out top notes of this fragrance so that everyone sort of alchemises their own scent with this perfume and it truly smells different on everyone,” she explained. Could it be the next Chanel No. 5? Only time will tell, but Weiss’ enthusiasm is undeniable.
Balm DotCom
However, Weiss also acknowledged the importance of Glossier’s classic products.
“Everyone here needs Balm Dotcom, it’s an oldie but a goodie,” she added. This multi-tasking balm has been a staple since the brand’s launch, and Weiss chuckled, “I mean, this was one of the first four products we launched with and now she has like, you know eight sisters. It’s like we have unscented, but she also has birthday and coconut and all these different expressions and flavours.”
Is Glossier Still the “It” Brand?
The jury’s out on whether Glossier’s arrival in Australia is a trendsetter’s dream or a case of catching up. Regardless, one thing’s clear: the brand’s loyal following (and that signature pink packaging) is enough to get us lining up at Mecca. While it might not be the hottest new thing on the beauty scene anymore, its cult favourites hold their status for a reason. So grab your besties, head to Mecca, and experience the Glossier magic for yourselves. Remember, these products are all about a natural, buildable look. So take your time, experiment, and unleash your inner glow – one perfectly imperfect selfie at a time.
Glossier lands in-store and online at Mecca nationwide on Tuesday, 16 July.
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