Maybe it’s the nostalgic chill in the air or a harkening back to the beauty dates of yore, but it feels like Glossier has gotten its stride back. After undergoing a major restructuring this past year, the direct-to-consumer brand has made a series of good decisions, with a new brick-and-mortar Brooklyn location, an underrated candle launch that’s on everyone’s Holiday wishlist, and the news that Glossier products will be available in Sephora sometime in early 2023.
And the good news doesn’t stop there. Dewy girls everywhere, come together for a most joyous occasion: Lash Slick, Glossier’s cult-favorite mascara, will be available in brown starting on December 7th. A mascara created for people who hate mascara (my interpretation), Lash Slick elongates, strengthens, and separates lashes without that clumpy, makeup-y look. Brown mascara ups the au naturel ante, adding a hint of definition to blonde lashes, and making brunettes look like they’re not wearing makeup–they just have lovely genetics.
TikTok’s ability to reignite a fervor for past beauty launches (Black Honey, anyone?) seems to be benefiting the millennial-pink clad brand. These days, Glossier’s world-famous Boy Brow gel is getting far less attention than Cloud Paint blushes, Futuredew glowing primer, or Glossier You fragrance–beauty editors are actually carrying Generation G in their purses again. It seems like the new generation of beauty influencers are buying what Glossier is selling again: natural-looking makeup, a skin-first approach, great formulas, and the brand’s signature messaging: You Look Good.
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Beauty Commerce Writer
Tatjana Freund is a Beauty Commerce Writer, covering makeup, skincare, and haircare products and trends. She’s a fan of vodka tonics and creepy Wikipedia pages.