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Inside the millennial church of Glossier—the beauty brand that wants to be your best friend

The beauty brand's London pop-up shop sells not just its wildly popular products but a sense of belonging—while maintaining an air of exclusivity

By Rebecca Liu  

Glossier's London HQ highlights the brand's cult following. Photo: Prospect composite

“I was hired as an assassin.”

That’s how writer Patricia Lockwood opened her recent review of John Updike’s novels for The London Review of Books: “You don’t bring in a 37-year-old woman to review John Updike in the year of our Lord 2019 unless you’re hoping to see blood on the ceiling.” I thought of those words when my editor, upon receiving an ES Magazine with a promotional cover announcing Glossier’s new pop-up shop in London, peeled it off, handed it to me,…

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