Say Goodbye To Glossier Play!
Glossier founder Emily Weiss has announced the closure of the sub-brand.
Despite the recent success of its London Pop Up Store and the announcement of a pop up shop in Arizona, Glossier is all work and no play at the moment as founder Emily Weiss has pulled the plug on Glossier Play. Launched in March 2019, Glossier Play was a sub-brand created as the evening alter-ego of Glossier. Minimal makeup throughout the day using cult products such as boy brow and futuredew before taking it up a notch with more “extra” products featuring glitter.
In an interview with Business of Fashion, Weiss recognised that the launching of a new brand was somewhat unnecessary as they could’ve just launched more makeup products within Glossier. One of the standout products from Glossier Play was the ‘Glitter Gelee eyeshadow’, unfortunately though it didn't standout for the right reasons. A controversial product, with many consumers questioning the ingredients as glitter is a microplastic and therefore is environmentally problematic! The eyeshadow will be discontinued whilst other products such as the lip lacquer will be absorbed into the Glossier line.
The Glossier Play brand started with many consumers being beyond excited at the launch of a sub-brand following the success of Glossier, after weeks of hype and speculation some consumers were left disappointed. It seems we’re just not that into “extra” makeup anymore!
However, Glossier itself continues to push the boundaries between skincare and makeup, so all long as that’s still happening we’re all good.