Glossier Play is no more.
When the line was originally introduced, fans of the cult beauty brand were disappointed at the use of glitter in the products and the unnecessary packaging covering each of the Colorslide liners, which were encased in a foil wrapper and then a box.
— Glossier (@glossier) March 4, 2019
Glossier founder and CEO, Emily Weiss, told Business of Fashion that she thought the brand needed to “differentiate more intense makeup product from less intense makeup product,” hence why Glossier Play was born.
But ultimately, Weiss and her team realised that they “could have just launched more makeup products.”
While Glossier Play has only been put on pause (and could potentially be resurrected in the future), the production of Glossier’s Glitter Gelée eyeshadow pot is definitely over.
Weiss recently penned a letter discussing why the brand decided to ditch the glitter-based product and it all came down to environmental concerns.
“We launched Glitter Gelée last March, and quickly heard from many of you who were disappointed that we’d created a product using glitter, which has become increasingly and deservedly controversial since it gets into the waterways and accumulates in the ocean,” Weiss wrote.
“It was clear to us that we’d made the wrong choice, so we pledged to work on reformulating this product with bio-glitter, a newer and more environmentally-friendly raw material.”
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"At our core, Glossier Inc. is about celebrating freedom of choice when it comes to how we all look, act, and feel. Each and every one of you is your own expert, with the ability to tell a story about what beauty means to you. Today I’m thrilled to introduce @GlossierPlay, a new approach to makeup that’s inspired by sound, motion, and fun. Glossier Play’s first four products are tools for expression: Colorslide technogel eye pencil, Vinylic Lip high shine lacquer, Glitter Gelée multigrade paillettes, and Niteshine highlighter concentrate. Each one creates endless possibilities to get ready, let loose, and most of all, play. There will be more—more colors, more textures, more ways to dial up your look. The one thing that won’t change is Glossier’s simple and intuitive approach to design that’s consistent across everything that we do. With this new brand, we’re inviting you to continue to choose your own beauty adventure…only now with even more places to go. The world is your Playground! Thank you for joining us."—@emilywweiss, founder + CEO
Despite its best efforts, Glossier wasn’t able to create such a product.
“Over the past year, our product development team has experimented with multiple formulas using bio-glitter, but ultimately we haven’t been able to make a product that we love. It’s possible that future innovations in bio-glitter materials will enable us to try again, but in the meantime, we’ve decided to discontinue Glitter Gelée as of March 2,” wrote Weiss.
As the company moves forward, sustainability and the environment is going to be even more important for Weiss and her team.
“As we embark on a new decade, we enter it with eyes wide open that sustainability is one of the greatest undertakings of all of our lifetimes,” she wrote.
“As a company, we’re making an ongoing commitment to the environment, our customers, and our team that we will always seek to improve and innovate when it comes to our products, packaging, and operations. We’re not always going to nail it, or have the perfect “forever” solution, but I don’t want that to stop us from making this journey something we share and, even better, inviting you to join that conversation—it’s how we’ll make the most impact.”