Glossier Shrinks Physical Footprint: Only 3 Stores to Remain by 2028

Glossier, the once-buzzy beauty brand, is paring down its retail presence significantly. Out of twelve stores, only three will remain open: New York, Los Angeles, and London. This strategic shrinkage, set to unfold over the next two and a half years, is part of a broader move to pivot the company back to its roots.

New CEO Colin Walsh, who stepped in during October 2025, is leading the charge. Since taking the helm, he's already cut about a third of Glossier's workforce and scrapped numerous product launches. His aim? To recapture the brand's former glory by focusing intensely on its core products and flagship stores. Walsh believes that closing stores will better express the brand's essence and future trajectory. But slapping a new strategy on an old model won't guarantee success.

Founded as an online-first brand in 2014, Glossier thrived during the online retail boom. However, recent years have seen a shift. Like other Direct-to-Consumer (DTC) companies such as Allbirds and Parachute, Glossier is retreating from physical retail in favor of sharpening its online focus. The brand plans to spotlight its hero products, like the fragrance Glossier You, through clever campaigns. It’s a move that leans into digital engagement rather than brick-and-mortar experiences.

With Nicole Solorzano joining as the new chief marketing officer in April, there's hope for a refreshed marketing strategy. Solorzano and Walsh share a history at haircare company Ouai, hinting at a well-aligned vision for Glossier's future. Yet, the real test will be in execution. Can focused digital efforts drive sales and brand loyalty as effectively as once-bustling storefronts? That remains Glossier's biggest challenge.