Glossier is closing most of its stores, joins list of DTC brands that are scaling back on physical locations

Soon you’ll have fewer opportunities to buy Glossier products from a physical storefront. The beauty brand is closing nine of its 12 stores over the next two and a half years as part of a new strategic overhaul. Only three stores will remain—the flagship locations in New York, Los Angeles, and London. This downsizing is being implemented by Colin Walsh, Glossier’s new chief executive, who joined the beauty company in October 2025. The announcement of this plan occurs after he has already laid off around one-third of Glossier’s total workforce and canceled previously planned product launches. Walsh is looking to restore the brand to its glory days, starting with a clean slate. He told The Business of Fashion that the closures are necessary in order to focus on a “true expression of where this brand has been and where it needs to go.” More spotlight will be shined on the brand’s hero products as seen with Glossier You and its “You Smell Good” campaign launched last month, a G