Does Ulta Sell Glossier in 2024? An In-Depth Look
As a clean beauty aficionado, the question I get asked most often is: "Can I buy Glossier at Ulta?" As an industry expert, I‘m here to provide the definitive guide on whether you can find Glossier at Ulta, why the brand remains exclusive, and how to get the Glossier glow with Ulta dupes.
Why You Can‘t Buy Glossier at Ulta
Glossier has become wildly popular for its minimalist aesthetic and refreshing approach to beauty. The DTC brand exploded onto the scene in 2014 and has cultivated a devoted fanbase.
Revenue grew 600% from 2016 to 2019, reaching $100 million [1]. Its Instagram following tops 2.5 million. Yet despite its phenomenal growth, Glossier still does not sell its products anywhere except its own channels.
Here‘s why Glossier resists traditional retail:
- Wants full control of brand experience
- Avoids markdowns/promotions that hurt brand image
- Doesn‘t spend on retail middlemen so can invest in product
- Direct feedback from customers without retailer filter
- Builds hype through exclusivity
Glossier prides itself on a unique, customer-centric approach. By staying directly connected to fans, it avoids dilution through wholesale.
What to Buy at Ulta If You Love Glossier
While genuine Glossier products aren‘t sold at Ulta, several budget beauty brands offer similar offerings. I evaluated dupes based on texture, finish, and skin feel. Here are the top matches:
| Glossier Product | Ulta Dupe |
|---|---|
| Skin Tint | NYX Bare With Me Tinted Skin Veil |
| Cloud Paint | Maybelline Cheek Heat Gel-Cream Blush |
| Boy Brow | e.l.f. Wow Brow Gel |
| Balm Dotcom | Burt‘s Bees Tinted Lip Balm |
| Stretch Concealer | Maybelline Instant Age Rewind Concealer |
| Milky Jelly Cleanser | Inkey List Oat Cleansing Balm |
For a natural, light-coverage complexion, turn to NYX Bare with Me. It‘s an affordable, clean option with a barely-there finish.
When it comes to effortlessly sheer lip and cheek colors, Maybelline Cheek Heat and Burt‘s Bees Tinted Balm offer similar ease of use and blendability. They‘re formulated without parabens, phthalates, and other iffy ingredients too.
Why Glossier Won Over Millennials
So what is it about Glossier that strikes such a chord with millennials and Gen Z? As a beauty advisor, I‘ve found these are the keys to the brand‘s success:
Minimal, Dewy Aesthetic – Products enhance natural features rather than totally transform. Sheer coverage and luminous finishes feel fresh and modern.
Baggage-Free Branding – By eschewing makeup norms like full coverage and contouring, Glossier built an approachable image.
Digital-First Strategy – A strong social media presence and user-generated content fuel word-of-mouth. Limited availability builds hype.
Clean Formulas – Shoppers are savvier than ever about ingredients. Glossier products use botanicals and are free of suspicious additives.
Customizable Approach – Sheer, adaptable products allow people to customize their routines and express themselves.
COVID Boost – The brand saw sales spike 63% in 2020 as mask-wearing made heavy makeup less relevant [2]. Shoppers sought hydration and skin-first routines.
While Glossier‘s cool-girl vibe is hard to replicate, Ulta‘s affordably priced dupes come close in terms of formula and finish. For an everyday, your-skin-but-better look, you don‘t need to break the bank.
The Takeaway: Get the Glossier Glow for Less
Glossier diehards will need to buy straight from the source for now. But Ulta offers plenty of wallet-friendly formulas to recreate Glossier‘s barely-there beauty aesthetic. Investigate products from NYX, Maybelline, e.l.f, and Burt‘s Bees for lightweight coverage and luminous skin.
Stay tuned as Glossier continues to evolve. With new brick-and-mortar expansion on the horizon, it‘s possible the brand will become more widely available in coming years.
