Glossier has opened temporary pop-up shops in seven Nordstrom locations around the US for the sole purpose of selling its Glossier You fragrance. The fragrance, which launched in October 2017, is one of the brand’s most popular products. Glossier, which launched as a beauty blog in 2010 before expanding to e-commerce in 2014, is known for its “millennial pink” and “no make-up” aesthetic.

The brand is currently valued at $1.2bn. Although primarily an online retailer, Glossier has permanent flagship stores in both Los Angeles and in New York City, as well as several other temporary pop-up locations throughout the world. Aside from being sold at Colette in Paris in 2017 and selling their popular “Balm Dotcom” on Net-a-Porter for two years, Glossier has long avoided wholesale retailers. This partnership with Nordstrom marks their largest retail collaboration to date. The brand typically avoided partnerships with large retailers. Instead, Glossier, in addition to its two flagship stores, has done global pop-ups in cities such as London, Miami, and Boston. The shops are open in Nordstrom locations in Seattle, Chicago, Dallas, Huston, Washington, D.C., Santa Anita, California, and New York City and will be available from 03 December to 16 February.