Things are about to get decidedly more colorful at Glossier.
Today the beauty startup–known for helping women create an au naturale, no-makeup aesthetic–is launching an entirely new makeup brand called Glossier Play. The new line is all about creating bold, dramatic looks with four debut products (eyeliner, lip pen, highlighter, and glitter gel) that come in colors and textures like nothing we’ve seen from the brand so far. The lip color comes in vibrant candy pink and bright orange. The glitter can create a multidimensional jeweled eyeshadow right out of a 1970s disco, with flashes of iridescent rose and metallic gunmetal. It’s the makeup equivalent of your sparkly party dress.
“Glossier Core is all about your everyday essentials,” says Emily Weiss, Glossier’s founder and CEO, referring to the original brand. “Glossier Play is all about the unexpected dialed-up extras that are a little more fun.”
With Play, Glossier reveals its ambition to compete with beauty giants like L’Oréal and Estée Lauder, which have dozens of brands in their portfolios, allowing them to sell a wide range of products to a broad base of customers. The global beauty and skincare industry is currently worth $445 billion, and it is expected to continue growing quickly, hitting $750 billion in sales by 2024.