If you're a Glossier fan (I mean, who isn't), you may have received a mysterious email in the past week hinting at the launch of a new brand called Glossier Play. The cult label has been promoting their new venture everywhere from Instagram to Twitter.
"After two years in the making, we can't wait for you to see, touch, hear, swatch, and play with what's to come," the company said on Instagram.
Interestingly, there's no official information on the new brand save for the cryptic imagery and messages hinting at what it could be on the official Instagram page.
Naturally, people have tried to guess at what it could be, a LOT. The most popular theory goes that Play will actually be a website with beauty tips, information, videos, and articles, akin to Into the Gloss. The theory finds its roots in a trademark registered under Glossier Play that says the brand will be "providing a website featuring consumer information in the fields of cosmetics, skin care and hair care products and services."
So far, this seems most likely. But then in 2018, the company filed for another trademark under "playroom" that said the website will serve as a platform for all types of new products. These include lotion and body spray, air fragrance, candles, incense, scented papers, and matches.
There are also other wild ideas floating about how it might have to do with a new sex toy or a holographic lubricant. We wouldn't put too much stock into the latter.
Within a few years of its launch, Glossier has amassed a cult following for its ultra minimal and natural looking makeup. The brand has relied on clever marketing and mystery pop-ups that have seen fans lining up outside the store for hours to get a hand on the products.
The current ambiguity around Glossier Play seems very on-brand for the company, but fans seem to be having a great time trying to unravel the secret, so we're not complaining!
Image via Instagram