The cult famous skincare and makeup brand Glossier announced recently that it plans to release a new brand called “Glossier Play.” The company hasn’t given many details about what we can expect from the new line. Glossier is known for its “skin care first, makeup second” philosophy regarding beauty products, so Glossier Play could be their way of branching into bolder products without venturing into off-brand products. Could they be trying to introduce bold, bright color? Are they finally making more makeup? What can we expect from Glossier Play that we don’t already have?
What We Know
Glossier has been pretty hush hush about the new product line since they announced initially earlier this month. The beauty brand teased the launch with an Instagram post of an animation of its signature “G” logo. The accompanying caption for the photo simply reads, “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.” Based on those sense descriptors, we can assume that the line will include some sort of makeup product that you can swatch (an eye shadow palette, maybe?). Yes, that does read “hear,” but we can’t imagine what that could possibly mean.
The company has trademarked the term “playroom,” for beauty products. The laundry list of possible products included in the legal paperwork include items like body creams and lotions, fragrances, cosmetics, and bath products. It’s probably worth noting that the list also includes things like incense and burning papers. It could mean that the brand is simply covering its bases, but it could also mean that Glossier Play will be a very wide variety of products that range from incense to makeup.
Like most other cosmetics companies today, Glossier is consistent with releasing new products on a regular basis that compliment its already cult-like following. Products like its Milky Jelly Cleanser and Solution have been deemed holy grail items in the beauty industry. The company is known for its lightly fragranced, simple products that emphasize the importance of clean skin. Its makeup products, however, have been deemed hit or miss by fans of the company.
Glossier started with simple roots just a couple of years ago. The name of the company is derived from the blog that it started with called Into The Gloss. The blog targeted beauty lovers and was run by Emily Weiss, the CEO of Glossier, when it started in 2010. Today, Into The Gloss is still alive and well, offering beauty advice and product reviews on a regular basis. Emily Weiss started the blog while she worked at Vogue.
Glossier Play will be announced sometime this month, and you can bet we’re waiting on the edge of our seats until they do.
Julia Sachs is a staff writer at Grit Daily. She covers tech, entrepreneurship and entertainment news and is based in Park City, Utah.