Glossier opens Instagrammable pop-up in Covent Garden

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Cult beauty brand Glossier has opened a floral themed pop-up shop on Floral Street in Covent Garden.

The boutique, which is decorated completely in floral print wallpaper and matching carpets, will be open until February 2020.

The stores front displays all the brand’s bestselling products including Boy Brow, Lash Slick, Cloud Paint and Futuredew, with vanity mirrors so customers can try out the products before they buy. Limited edition umbrellas are also on sale.

A series of secret doors and curtains lead to other rooms, and at the back of the store is a pastel pink art installation replicating the tiled roof of a typical building in London.

CEO Emily Weiss said in an interview with UK Vogue: “We have an incredible community in the UK – it’s our second largest market after the US… We’re in constant conversation with them and heard that they were eager to spend more time with Glossier in real life. We’re thrilled to be back in London, this time with an even more immersive and enduring experience that looks at the city through Glossier-coloured glasses.”

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