Sep 13, 2018 | By Sarah Owen
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Jul 13, 2017
By WGSN Insider
You know how it is with your favourite international beauty brands, you book a flight, stock up on your fave products and then cry when they run out, knowing full well that you can’t refill that bottle until you plan another trip (or bribe a friend who might be travelling there).
Well if your favourite brands are Bleach London or Glossier, good news friends. Yesterday, the beauty brands coveted by the coolest IT girls announced (via Instagram, obvs) that they would both be shipping around the globe.
New York based Glossier (628k followers and counting) will start by shipping to Canada, then London and France, while Bleach London (307k followers and counting) will now ship internationally. Both brands were started by female entrepreneurs who saw a gap in the beauty market, Sam Teasdale and hair stylist Alex Brownsell, set up Bleach. While Emily Weiss set up Glossier, (check out her story here) a brand which started life as the Beauty blog Into The Gloss, and used the community feedback from that online space to launch a line of products, with a built in consumer base.
Both beauty brands have a huge community of followers, and are savvy at using social media to appeal to (and update) their Millennial audience about product launches and brand updates. Their social platforms also act as a great space for getting customer feedback on products and building a buzz around items just before they sell out. For both brands, Instagram acts as the perfect playful platform to help their global community of followers feel part of the beauty brand’s extended family.
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