Glossier – a favourite amongst millennials will open pop-up shops across seven Nordstrom Stores, one of the stores being the new flagship location in New York. The other stores are located in Seattle, Chicago, Dallas, Houston, Washington, D.C. and Santa Anita, California.

Each of the pop-up stores will be dedicated entirely to the brand’s ‘Glossier You’ fragrance, one of its top-selling products. The stores opened on December 3 and will run through until February 16 2020. Glossier does currently operate a permanent flagship in New York, as well as a brick-and-mortar location in Los Angeles.

However via the new pop-up partnership with Nordstrom, the digital-first beauty brand will hope to interact face-to-face with more US customers between the two coasts.

“Fragrance is an extremely personal category — one that people understandably prefer to discover in person — and department stores are the largest channel for fragrance, making up nearly a quarter of all U.S. fragrance sales,” – Emily Weiss – Glossier Founder & CEO