The Direct-to-Consumer (DTC) beauty unicorn, Glossier, is entering its first-ever retailer partnership with beauty giant Sephora in a high-profile shift in distribution. Glossier products will be made available both online and in-stores in all Sephora stores across the US and Canada. 

This grand shift marks a “new chapter in [Glossier’s] omnichannel strategy by diving into a more traditional brick-and-mortar retail distribution channel”. Glossier, like many other DTC holdouts, is pivoting to multi-brand retailers in a bid to reach new and younger customers amid rising customer acquisition costs online. 

Prior to this, Glossier has already piloted a wholesale distribution strategy with their fragrance, “Glossier You”, that was sold in seven brick-and-mortar Nordstrom locations across the US. In an exclusive interview with Vogue Business earlier this month, Glossier’s chief executive Kyle Leahy outlined the brand’s omnichannel strategy — including strategic wholesale partnerships and growing its own retail portfolio — with the goal to “bring Glossier to more people”.

Source: Glossier to Sell in Sephora as DTC Darling Shifts to Wholesale