If you follow at least one trendy person on Instagram, then you already know that Glossier (Gloss – ee- yay) officially launched their pop up shop in Toronto this past week. Glossier was founded by 30-year-old Emily Weiss a little over two years ago. The brand’s whole motto is listening to customer feedback and adhering to their needs. The “cult-status” makeup company blossomed out of Weiss’s blog Into the Gloss and offers a handful of simple staple makeup products. Glossier preaches the concept of skin care first, makeup second – hence their two-phase package system. Phase one being three skin care products, while phase two is comprised of three makeup staples. The brand has one permanent brick and mortar location operating out of New York and recently announced shipping to Canada.
Ok lets get to the pop up deets:
It was absolutely bananas - I went on Sunday, 2 days after their launch and waited in line for approx. 40 minutes just to enter. The 100-person line embodied the quintessential Toronto trend seeking woman. A slew of sneakers, bold cut bobs, and cheek bone highlight adorned the corner of Queen and Dovercourt. Naturally the patrons in the queue seized the 40-minute wait time to pose in front of the baby pink walls and have their friends snap pics of them. Killer idea – I couldn’t resist but join in!
The minute I walked in the building I was hit in the face with the scent of roses (ideal), and pink sheer curtains (less than ideal). Alas the experience wasn’t all rose petals and Instagram worthy mirror selfie ops- to be honest it was a pretty confusing set up if you don’t understand the products or phases. In an attempt to curate a unique shopping experience, I would go as far as to say Glossier may have missed the mark.
The store was set up into different sections, separated with pink curtains. There were about four or five tables set up with products to test. Prices were confusing because of the different package prices, and they didn’t list the individual prices directly under each product. What really saved the day was the surplus of Glossier employees sporting baby pink jumpsuits popping up all over the place eager to help.
Once you made your product selection you had to get into another line, and place your order with a pink jump suit chick carrying an i-pad. After this you had to walk to the other end of the store (through the god damn pink curtains and amassment of shoppers) to another pink suited girl and wait in another line to pick up your order.
This sounds like absolute pandemonium, but in hindsight I think this set up eliminated the mess that would likely ensue with having products for sale out in the open. It was just a lot of lines, i-pads, and pink jump suits.
The actual products are cute as heck and will look unreal on my white vanity. I got the phase 1 skin care set, and I’m frickin’ pumped to go home and scrub my crummy little face!!
All in all, my final review is this: I would recommend a visit to the Glossier pop up if you want to feel like an à-la-mode TO hunni as the outing itself is a great addition to an insta story. I would however highly recommend checking out the products, prices, and phases beforehand and going in with an idea of what you want. If you’re genuinely into the products I would recommend just ordering them online – pay the shipping free and save yourself the pink jumpsuit i-pad confusion. Either way, I think Glossier is a really refreshing brand with high quality products at reasonable prices - worth checking out!
For your convenience:
Glossier Toronto Pop-Up September 8 to 14 12 p.m. ET to 8 p.m. ET 1056 Queen Street West Toronto, ON M6J 3B9