Glossier has taken the beauty world by storm, it's a hit with millennials and has an Instagram following of over 760,000, but why? The brainchild of Emily Weiss, Glossier is an offshoot of her hugely popular website, Into The Gloss, offering straight-up beauty advice, as well as establishing a beauty community where readers share their own opinions and recommendations. Glossier, which launched in the US four years ago, was the natural response to a growing demand from their audience for simple, attractive, effective products. It's a formidable lesson in marketing, since, by allowing their fanbase to feel involved and complicit in the products being made – essentially to their specification – the brand was able to establish a consumer before it even had products. So much so that, when it finally launched, waiting lists and sell-outs were inevitable. Now, for the first time, it's available in the UK as the brand launched online here today. The question is: what should you be buying?
the pool Beauty team's 5 favourite Products
Unlike some of its chalkier counterparts, Glossier's matte lippy feels creamy, goes on smoothly and feels really silky on your lips. The pigment is great, too – if you just want a hint of colour, swipe it on once, but if you want a full-on lip, you can build the colour up to your preferred level. This is the sort of lipstick you'll want on you at all times. Hannah Banks-Walker
Because this is a creamy stick highlighter, it won't leave chunky tell-tale glitter granules across your cheekbones. Instead, it deposits a lovely natural sheen that can be built up into something more full-on if you'd like. If you find that swiping it on straight from the stick moves your make-up underneath, apply it to your fingers first and then pat it on your cheekbones, Cupid's bow and brow bone, as this will warm the products in seamlessly. It comes in three shades – a sunny bronze, peachy pink and moonstone pearl – for all skintones. Elle Turner
One of my favourite products in a long time is the Cloud Paint. This is an air-light cream blusher that smooths on beautifully and gives a sheer, natural flush of colour. I have Dusk, which I blend on to the apples of my cheeks with my fingertips, then take it underneath my brown bone and sometimes even over my eyelids when I don't have time to do eyeshadow. Frankie Graddon
My love of lipgloss hasn't really waned since I was 13 years old, but one of the main reasons I don't wear it any more is because most of the products on offer didn't grow up with me. They all feel sticky, gloopy and just not very... chic. But this little guy has just made my adolescent (and current) dreams come true – it's just a clear lipgloss, but it has the perfect texture. The tube is a handy size, so you can use it on the go – it's great on it's own if you want a fresh-faced, minimum make-up look, but you can also apply it over matte lipsticks for a really glam look. I'm obsessed. Hannah Banks-Walker
Not all brow gels are made equal. Case in point: Glossier's Boy Brow. Glorious, simple packaging aside, this won't leave your brows sticky or crunchy (God forbid), comes in a range of shades to suit all (Clear, Brown, Black and Blonde) and, because of the dinky wand, applies a precise amount of colour without overdoing things. The result is lovely neat, manageable brows in super-quick time. Elle Turner