THE WHAT? Glossier is set to hit shelves at some 600 Sephora stores across the US and Canada as well as online and on the Sephora App, extending the brand’s accessibility as well as granting shoppers the chance to earn Beauty Insider points on their purchases.

THE DETAILS “Glossier is built on community, and Sephora is not only an iconic global retailer but also embodies our commitment to community,” said Kyle Leahy, Glossier Chief Executive Officer. “It is a beauty destination and the perfect partner for Glossier’s first-ever retail relationship. We both strive to celebrate the joys of beauty discovery and it’s where so many of our customers are already shopping. Before this collaboration was even announced, Glossier was one of the most searched brands on Sephora.com.”

THE WHY? Glossier said that the brand’s launch into Sephora stores was motivated by requests form its community and that it has a shared focus on beauty discovery and experience with the LVMH-owned retailer, making the duo a natural fit. It’s also true that Glossier’s first retail partnership follows a period of disappointing sales prompting it to look beyond its D2C model.