Glossier fans sometimes wait for hours outside of its New York City flagship before gaining access to the store. And while it was fairly quiet at the brand-new Atlanta pop-up store at Ponce City Market during a Tuesday night invite-only preview, by the shop’s grand opening on Wednesday, the line was out the frosted doors.
In the six years since founder Emily Weiss launched the direct-to-consumer beauty company (now valued at more than $1 billion) with a your-skin-but-better approach to beauty, Glossier’s Boy Brow pomade, Cloud Paint blush, and Milky Jelly cleanser have become cult favorite, particularly among millennials looking for a dewy, minimalist approach to makeup and an accessible skincare regimen.
Similar to previous pop-ups across the U.S., the Atlanta Glossier store allows customers to immerse themselves in the company’s signature aesthetic—think minimalist design, millennial pink walls, and close up shots of models wearing the latest Glossier makeup. Mirrors are prominent throughout the space—with one featuring the uplifting quote “you look good”—and shoppers are encouraged to experiment and try on products before purchasing. Once customers are ready to buy, employees—dressed in pink jumpsuits, of course—are on-hand to place the order and accept payment. Products can then be picked up at a window toward the back of the store.
According to a press release, each Glossier pop-up is styled with a different theme to match the city it’s in (Miami’s had an art deco look, for example), and Atlanta’s pop-up was designed to pay homage to our music industry, albeit subtly, with pale pink foam panels on the walls (a play on what you’d see in a recording studio) and a playlist created by Atlanta’s own DJ Ohso.
And, in true millennial fashion, a small room in the back of the store allows easy space for a quick photo shoot. The Instagram-worthy room features a mirrored wall and a table and chair perched on the carpeted ceiling. A disco ball appears attached to the mirror. According to the press release, this room was designed to be modeled after a recording room, although in person, this is pretty hard to pick up on, as there is no discernible music equipment. Once you snap your selfie, be sure to rotate the photo to better see the topsy-turvy effect.
The retailer isn’t all about vanity. The company partnered with local activist Charmaine Minniefield on a mural at Ponce City Market’s Shed and is also donating $5 of the profits from each limited-edition Glossier Atlanta shirt sold to nonprofit civic engagement organization ProGeorgia. And, on March 8, International Women’s Day, Glossier will work to register voters in partnership with nonpartisan nonprofit IGNITE.
For now, Glossier is only scheduled to remain in Atlanta through April 26, but there’s a possibility that the pop-up could extend its time in the city based on success. Glossier’s London pop-up opened last November and was scheduled to close this month, but the retailer recently announced plans to keep it open through the rest of the year. According to Forbes, the London location has seen “100,000 visitors over the past two months and boasts the highest average sales per day.” Glossier is also working to open a pop-up in Arizona in March. Los Angeles even got its own brick-and-mortar after it hosted a pop-up, so maybe Glossier will decide to make a permanent stay.