Glossier

Glossier opened its London store on King Street, the run of galleries and shops leading west from Covent Garden Piazza. The brand built its following online before opening physical stores, and it is known for its pared-back, skin-first approach to makeup and its recognisable pink-accented aesthetic, with an in-store experience designed to match the brand's identity.

The store carries the range across skincare, makeup and fragrance, including the well-known complexion and lip products, cream blushes, brow products and skincare basics. The focus is on a natural, low-effort finish rather than heavy coverage. Testers are set out so you can try textures and shades, and the layout encourages browsing before buying, with staff on hand to talk you through the range and suggest products for a particular look.

Glossier's London store on King Street

The Glossier London store is designed as much for the in-person experience as for shopping, with its branding and try-before-you-buy layout. Orders placed online can be collected in store, and card payment is accepted. King Street keeps it close to the wider Covent Garden shopping area while avoiding the busiest crowds, with NARS and Jo Malone London further along the same street.

What to expect on a visit

Opening hours run from 10am until 8pm Monday to Saturday and from 11am until 7pm on Sundays, and Covent Garden Underground station is a short walk. Allow time to swatch the cream blush and complexion products on skin rather than buying blind. Browse all Covent Garden cosmetics and beauty shops for the rest of the street.