What: Glossier signs its first major wholesale deal with Sephora.

Why it is important: The first major wholesale deal for Glossier since it was founded in 2014 will dramatically expand the distribution of this DTC brand.

As a trendsetter for DTC and digital brands, Glossier’s partnership with Sephora marks a shift in beauty retailing. Online-only products are no longer a disruptive strategy as e-commerce is now an expected convenience for consumers. This move into Sephora stores will assist in Glossier’s ambition to scale the business larger than it could have alone.

The partnership comes with some perils as Glossier will need to adapt their previous experiential pop-ups into Sephora shop-in-shops. The price point is another discussion point between the beauty brand and retailer due to the positioning and target consumer of Glossier being lower than Sephora’s.

For Sephora, the partnership will entice younger consumers into its store. While for Glossier, the deal answers its consumer’s demand for the ability to shop products offline.

Glossier is coming to Sephora