Canada: What you need to buy from Glossier this Month
For those of you who don't have Instagram or understand the institution that is boybrow, haloscope, and, rather oddly, Essie's perfect summer nail polish in clambake, allow us to give you the Cole's Notes version: Glossier, a brand founded in 2014 by CEO Emily Weiss, stemmed from troves of passionate market research via intelligently written beauty blog Into The Gloss (circa 2010), trademarking concepts such as the #topshelfie and #GRWM, where it-girls and chic power players opened their suspiciously chic, intrinsically french medicine cabinets to be photographed by someone named Tom.
As the editors of ITG began noticing gaps - in both price point and simple, no-fuss efficacy - the beginnings of a beauty brand were born. Glossier began like the slow rumblings of a thunderstorm, as little stickers and a handful of crewneck sweatshirts began seeping through the cracks of social media outlets on the faces of American Millennial influencers. Chic idols lauding praise over such a new brand had us thinking both is it french? and can I have? simultaneously. Drenched in their so-simple-its-genius signature hue of #millenialpink, the youth of America did what they do best; lurked, double tapped, and favourited their way to a consensus:
Fast forward to now, a once-four product company (offering just the soothing face mist, priming moisturizer, skin tint and OG balm dot com) has expanded into chilled-out makeup, tiny accessories and staff-as-influencer status, as former model Kelly Mittendorf, Annie Kreighbaum, and Brennan Kilbane grow alongside the future-facing brand. A personal favourite is the cult-favourite boy brow, modelled after a men's beard wax with just enough hold and none of the crunch.
Now that you have a feel for Glossier, Canada, the question remains: What to buy? Enclosed, our double-tested, foolproof picks:
Milky Jelly, $22 CAD
You need to try this silky, slippery, ultra-nourishing cleanser (great for sensitive skin, too) at least once. We've repurchased 7 time collectively here at Su, which almost never happens.
Priming Moisturizer, $27 CAD
We suspect it's made from clouds and marshmallows, and it works amazingly well under makeup + over hangovers.
Stretch Concealer, $22 CAD
Soft, creamy, and does not flake. Nothing from Glossier covers up everything all the way, and, tbh, we kind of love that.
Boy Brow, $20 CAD
Pro Tip: when in doubt over colours, nab the lighter one. Our founder Madison has notoriously bold, black brows, and she uses brown most often.
Balm Dot Com, Birthday Cake $15 CAD
Just a little shimmer, sure to increase your dopamine levels by a whole lot.