Cult Beauty Brand Opens Up its First U.S. Pop-Up Shop in Dallas: The Glossier Revolution Picks Up Steam

Glossier, champion of no-makeup makeup, is coming to Dallas. The ultra popular, online-only beauty brand is having its first United States pop-up shop on North Henderson from Thursday, Nov. 9 through Wednesday, Nov. 15.

You’ve probably seen Glossier’s minimalistic products on your Facebook and Instagram feeds (do the words “Boy Brow” ring a bell?). Glossier offers a basic selection of skin care and essential makeup — “beauty products for real life,” as its website puts it.

Cleverly named products like “Cloud Paint” (a gel-cream blush made for easy, brush-free application), “Wowder” and “Haloscope” (a vitamin-infused highlighter stick) give a glowy, natural look. It’s a brand for those who want to look effortless, like they are barely wearing anything at all.

“The idea has always been skin first, makeup second. Makeup should always enhance and not hide your skin,” says Glossier head of communications Amy Snook.

The direct-to-consumer brand launched in 2010 as an extension of the beauty site Into the Gloss. Despite its wild success, it has remained, and plans to remain, exclusively online in order to maintain relationships with customers. However, the pop-ups let the brand get better acquainted with its loyal followers, and reel more women into the Glossier community.

“We’re very community-driven so we don’t want to just plop down [stores everywhere] … we want to get to know people here and know the city and give them a different experience,” Snook says.

“Texas in general is really big for us, Dallas, Houston and Austin are three of the Top 10 markets, and there’s a lot that we don’t know about the Dallas and the Texas customer.”

Glossier opens its Dallas pop-up on Thursday next to Planet Blue on North Henderson Avenue. The store will be open from 10 am to 7 pm daily (they’ll close an hour early on Sunday) until Wednesday, November 15. There will be Glossier After Dark events on Friday and Tuesday (RSVP here).