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Inside Glossier's New Flagship and 'Experiential Boy Brow Room'

Plus, a new generation of sheer matte lipsticks is dropping on Wednesday.
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Inside Glossier's flagship. Photo: Courtesy of Glossier

Inside Glossier's flagship. Photo: Courtesy of Glossier

Glossier is replacing its former New York City showroom with an official flagship set to open on Nov. 8. The two-story, 3,000-square-foot retail space located at 123 Lafayette Street is decked out in Glossier’s usual color scheme of blush pink and crimson. To round out the Insta-friendly interior, the cool-girl cosmetic company’s first permanent outpost will also feature an experiential "Boy Brow Room" and offer shoppers the ability to hang out with offline editors as they test and shop for products. 

Much like the brand's showroom, which debuted in December of 2016, the flagship is fully outfitted with Instagram-friendly aesthetics. The store greets customers with a vibrant red staircase — a stairway to Lash Slick and Cloud Paint heaven — with a bouquet of anthuriums at the top. Around the corner, circular tables showcase each product. 

The aforementioned "Boy Brow Room" pays homage to the brand's best-selling eyebrow filler with giant tubes of the product artfully arranged in front of floor-to-ceiling mirrors, which is perhaps an effort to generate as much selfie content as the old showroom's "you look good" mirror once did. There are also bathroom-style sinks and towels for shoppers to wash their faces or try out skin-care products. Brightly lit shelves of plaster cast versions of Glossier products — strictly for decoration purposes — sit atop the sink and givea nod to Into The Gloss's "Top Shelf" series.

You can take a peek inside Glossier's new flagship in the gallery below. 

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It's a big week for Glossier. In addition to announcing the flagship, the brand is also debuting an updated version of its Generation G lipstick on Nov. 7. The revised formula will be similar to its predecessor in that it delivers the same just-blotted look without the need for actual blotting and will also remain available in the same six shades already for sale. The difference, however, is that the new version includes ingredients like a sunflower-synthetic beeswax blend, blue agave and safflower oil to prevent moisture loss and create smooth, cushiony texture, according to the brand. 

Glossier Generation G lipstick, $18, available here. 

Glossier Generation G lipstick, $18, available here

The lipstick's packaging also got a makeover: its former lightweight plastic packaging, which had been criticized by some Glossier shoppers for cracking after minimal use, has been replaced with a presumably more durable — and shinier — metal tube.  

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