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The elixir of youth

This supercool beauty brand is adored by millennials. But there's also a lot to love here when you have more (*cough*) mature skin.

Unless you have a teenage girl in your life you may not be aware of cult beauty company Glossier. But don’t let its cutesy pink branding and young, perky models put you off – there’s something for all women here.

Launched in 2014 by New Yorker Emily Weiss, off the back of her beauty blog Into The Gloss, Glossier’s skin care, body care and make up is all highly Instagrammable, as millennial-focused brands must be, but as well as looking the business on your bathroom shelf, the formulas are very impressive.

As I write I’m wearing their best-selling Boy Brow (£14), the best eyebrow grooming product I’ve ever used, no less. It has a waxy formula that stays put all day and a natural finish. Younger women are massively into brow products (thanks to Cara Delevingne and her proudly furry caterpillars) but if you’re old enough to have lived through the Over-plucking Years, you’ll absolutely love this too.

Also taking up permanent residence in my make-up bag is the Stretch Concealer (£15). I need some heavy-duty help with the black circles under my eyes and this stays put all day but has a buildable, flexible formulation (‘elastic micro waxes’ apparently) so it doesn’t crack, peel or highlight lines. Similarly gentle but tough is the pleasingly named Milky Jelly Cleanser (£15) which I now use nightly with a hot cloth. I’ve also heard good things about their Solution acid toner, which was such a hit when it launched earlier this year that it’s now sold out until May. (NB – if you have problem skin, do experiment with acid toners – they’ve completely transformed my visage.)

I picked up these goodies when Glossier opened a one-week-only pop-up shop in London late last night (and what a dream of a store it was, filled with fragrant pink flowers and with smiley helpers clad in chic pink boiler suits helping you choose products) but unless you can make it to their flagship store in NYC, you’ll have to order online. The pricing is teen-friendly and thus excellent value for products of this quality, with  free shipping on orders worth £25. Look out for decent savings on bundles of key products, and there’s an option for repeat orders every one, two or three months, so you’ll never run out. All purchases come with cute stickers and a pink (obvs) bubblewrap zip pouch that would make for a sweet make-up bag if my 9-year-old daughter didn’t pinch it every time.

I’m also a fan of Glossier’s ethos. Their philosophy is ‘skin first, make-up second’ – basically the polar opposite of young women being caked in horribly heavy Kardashian-style contouring that masks their natural glow. And the website celebrates beauty in all its diverse guises, featuring models with a wide range of skin colours and body types (including a glorious heavily pregnant belly). So do give it a whirl, I say. The only problem is stopping more junior members of your household from pinching it.


Words: Kerry Potter

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