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Glossier Pops Up Nordstrom’s Brick-and-Mortars

The online makeup cult brand is making its way to seven Nordstrom stores to promote its perfume You.

E-commerce cosmetics brand Glossier has partnered with Nordstrom to bring its fragrance to customers in-person across seven pop-ups.

The pop-ups are open now through Feb. 16, 2020 at Nordstrom stores in Seattle, New York City, Chicago, Dallas, Houston, Washington, D.C. and Santa Anita, Calif.

The move into Nordstrom comes at a time of immense growth for the company. Glossier’s current net worth is $1.2 billion, with one of its Boy Brow eyebrow products selling every 32 seconds. The company surpassed $100 million is annual sales while acquiring 1 million new customers.

In addition to the Nordstrom pop-ups, the brand has a separate Austin pop-up open through Dec. 8 and had several side-by-side pop-ups in Boston's Seaport shopping district in September. It also has two permanent stores in Los Angeles and New York City (the latter of which began as a temporary location).

The seven Nordstrom pop-ups serve as a promotion and sales force for Glossier’s fragrance, You, the only product sold at the pop-ups.

"Fragrance is a highly personal category, and one that people still prefer to discover offline; 78 percent of U.S. fragrance sales came from brick and mortar last year –s​ nearly a quarter of all sales coming from department stores," says Emily Weiss, chief executive officer and founder, Glossier. "As a digital-first company, we look at offline experiences as opportunities for learning and experimentation, and given the uniqueness of the fragrance category, we have the freedom to try approaches with Glossier You that we might not pursue for the rest of our product portfolio."

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