Glossier is closing most of its stores, joins list of DTC brands that are scaling back on physical locations

Soon you’ll have fewer opportunities to buy Glossier products from one of its physical storefronts.

The beauty brand is closing nine of its 12 stores over the next two and a half years as part of a new strategic overhaul. Only three stores will remain—the flagship locations in New York, Los Angeles, and London. 

This downsizing is being implemented by Colin Walsh, Glossier’s new chief executive, who joined the beauty company in October 2025.

The announcement of this plan occurs after he has already laid off around one-third of Glossier’s total workforce and canceled previously planned product launches.

Walsh is looking to restore the brand to its glory days, starting with a clean slate. He told The Business of Fashion that the closures are necessary in order to focus on a “true expression of where this brand has been and where it needs to go.” 

More spotlight will be shined on the brand’s hero products as seen with Glossier You and its “You Smell Good” campaign launched last month, a Glossier spokesperson told Fast Company. 

Founded by Emily Weiss in 2014, Glossier began online with a direct-to-consumer (DTC) model before opening its first physical showroom in 2016. The brand became a big hit with millennial consumers at a time when online retail was exploding.

Weiss stepped down as CEO in 2022 after a period of turbulence at the company during the COVID era.

DTC native brands are retreating from physical stores

Glossier’s planned store closures follow a trend of DTC natives retreating from physical retail.

Footwear maker Allbirds closed almost all of its U.S. stores in February, and bedding brand Parachute closed 19 of its 26 retail locations last year. 

Glossier’s New York flagship store plays a crucial role in defining the brand. In the store, decorated all pink with employees donning pink jumpsuits, customers can shop and test any of the products laid out. When an item is bought, it arrives in a Glossier-branded pink bag. 

“You can expect more surprising programming and innovative experiential moments in our flagship stores that are always rooted in our community driven storytelling, which is at the core of our brand,” a Glossier spokesperson told Fast Company. 

Glossier also revealed on Thursday that Nicole Solorzano will join the brand as the new chief marketing officer on April 6.

Walsh worked alongside Solorzano for five years at haircare company Ouai, where he previously served as CEO. Her appointment is Walsh’s first C-suite hire since he joined Glossier.