Glossier is the latest brand to get in on the body mist boom.
The brand is debuting a body lotion, body wash and body spritz in its preexisting deodorant scent, called Sandstone, as well a body spritz in a fragrance named Orange Blossom Neroli. The products range in price from $28 to $35, and they will be launching in June on the website and in own stores as well as at Sephora.
“One of the most exciting areas of our business is fragrance, and how Glossier is reinventing and leading the fragrance revolution for the next generation — not just through Glossier You and our fine fragrance,” said Kyle Leahy, the brand’s chief executive officer, adding that the company would “continue to expand and grow it now around so many points of distribution.”
Fragrance is the brand’s largest category, Leahy said, hence the previous expansions. Beyond Glossier You, the brand debuted You Rêve and You Doux last year at the same price point. At that time, the original Glossier You was the brand’s top-selling item and also its most expensive, and the two new launches were anticipated to reach a combined $40 million in retail sales for their first year, per industry sources.
“We have something like Glossier You, which is our top seller, and we also have things like Balm Dot Com, which is at a really accessible price point,” Leahy said. “That dimensionality of the brand, and operating as a lifestyle brand is incredibly important.”
Despite the appetite for a higher-priced offering, Leahy reasoned that the decision to branch into a lower-priced format was with the consumer in mind.
“Fragrance has been such a force of momentum for us,” she said. “We always want to think about how we can connect to the consumers, where we have opportunity and insight that they may be looking for Glossier. Body mists are seeing incredible growth.”
The expansion all ladders up to Leahy’s vision for the brand. “There’s so much space for Glossier to be able to lead as a next-generation fragrance house that we can continue to position the brand across price points and categories,” she said. “You’re going to continue to see innovation for us across the board in fragrance, and in other olfactive territories over time.”
Sandstone features notes of clary sage, sandalwood and fig leaf. Orange Blossom Neroli, as its name suggests, features bergamot, pear water, orange flower, neroli buds, fresh cypress and soft musks.
Fragrance is still the fastest-growing category in prestige beauty in the U.S., Circana data from the first quarter shows. For the time period, it grew 4 percent in the prestige market and 8 percent in mass.
Globally speaking, fragrance is booming elsewhere, with opportunities to be mined in new formats and juices, as reported.
Glossier’s foray into deodorant, which first came to market in the sandstone and unscented variations, saw near-immediate traction. “We had an 18,000-person waitlist in 48 hours,” Leahy said. “We’ve seen the appetite for that sandstone scent to continue to come to market, and both the scents are what we would consider more of a functional fragrance, right for body products.”
Leahy has been expanding the brand in more ways than one. This month, the brand will also enter Sephora France, as reported, after heavy social media presence in the market.