LONDON — Glossier, the buzzy beauty brand for Millennials, is partnering up with beauty retailer Sephora within the U.K.

Under its recent chief executive officer Kyle Leahy, Glossier still has lots of the same ambitions that its founder, Emily Weiss, had when she arrange the business in 2014.

Glossier’s first retail partnership with Sephora kicked off earlier this yr within the U.S. and Canada, which Leahy said was met with “incredible results,” hence the expansion into the European market.

“We’ve incredible resonance as a brand in that market [the U.K.] and certainly one of our crown jewel stores is Covent Garden, where we proceed to see a lot demand for the brand from each the tourist and area people,” said Leahy in a Zoom call.

Glossier can have its own special gondola on the Westfield store in White City from Sept. 15 featuring the signature Millennial pink hue and the “You Look Good” mirror. The brand may also merchandise its popular fragrance, You, a possibility that’s infrequently considered for other brands.

Leahy revealed that the brand sells a bottle of the fragrance every 39 seconds.

This offering shall be prolonged to Sephora’s second store, which opens its doors in November in London’s Stratford.

Sarah Boyd, Sephora’s U.K. country director, said that the retailer shall be branching out of London and into recent cities next yr. She reiterated that 80 percent of Sephora’s sales are being delivered outside of London.

Her ambitions are to drive the retailer to “all corners of the U.K. with next-day delivery and really low free-shipping thresholds,” she said.

Boyd added that the partnership with Glossier spread overseas since the “U.K. consumer is all the time looking for out the most well liked brands, especially those out of the U.S.”

Sephora’s EVP and global chief merchandising officer Artemis Patrick said that the partnership has “surpassed our expectations from the onset.”

In March, Glossier tapped Chitra Balireddi as its recent chief industrial officer accountable for driving Glossier’s global business across distribution channels. She previously held senior leadership roles at Chanel, and most recently served as a strategic adviser for consumer brands and consumer tech corporations at CLYBL Advisory.

Balireddi said the main focus of Glossier is on community when within the U.K.

The brand shall be hosting an activation at Flipper’s Roller Boogie Palace in west London with British makeup artist Katie Jane Hughes open for the general public and press.

“Gen Z is especially focused on experience and at Glossier, we deliver each products and experiences,” said Leahy, explaining that the brand is replatforming by redesigning its website and digital positioning.