Back in January Glossier made headlines when make-up artist Sir John teased a new product when getting Beyonce ready for the Grammy’s. Glossier took to Instagram to announce that not only was Queen Bey wearing the brand, but hinted she was wearing a new, not-yet-launched product. Using another awards ceremony to drive hype and excitement around the launch, Glossier revealed the innovation to be ‘Lidstar’ – a creamy eyeshadow, at last night’s Oscar Awards. Several celebrities including Allison Janney, Greta Gerwig, Tracee Ellis Ross, Maya Rudolph and Salma Hayak all chose to wear the shadow making it a firm favourite among the A-list already.
Lidstar is a shimmer cream eye shadow, applied with a doe foot applicator out of packaging that is reminiscent of a science test tube. The formula will be available in six different shades:
Lily a sheer lilac base with delicate blue and violet pearls
Fawn a cool, smoky taupe with violet and neutral gold pearls ( Used on Beyonce at Grammy’s, and our favourite in the office)
Cub a cool red copper with warm shimmer effect
Moon the sheerest cream base with blueish opalescent glimmer
Herb a smoky green with yellow gold pearl
Slip a sheer baby pink with golden highlight effect
Glossier Launched as a Brand Targeting ‘Cool It-Girls’
Glossier launched as a brand targeting ‘cool it-girls’! Who don’t wear much make-up, but look to products that are super instagrammable! Making its millennial pink packaging a huge selling point for the brand. However, as of late Weiss’ savvy, sales strategy and powerful formula has propelled the brand into a more mature, sophisticated market. Making it the eyeshadow of choice for women of all ages. This was proved at last night’s awards where the celebrities reported to be wearing the formula were aged between 34-58. We’ve tried it on the beauty desk and can vouch for its easy wearability.
This launch also comes on the heels of news that Glossier just closed a $52 million funding round. WWD reported last week that they wouldn’t be surprised if an IPO was next for the brand. Emily around the Glossier launch said, “I know you have to crawl before you walk in business but my vision for Glossier is never ending. I’ve only just begun.” We can’t wait to see what she will do next.
Lidstar launches today on glossier.com and will cost £15