When it comes to crafting beauty products for millennials, Glossier has got it all figured out. Every new launch from the cool-girls-only brand sends their massive following into a full-blown frenzy, and it’s happening all over again with their latest mystery product.
I was watching Arden Rose‘s new YouTube upload last night (you know, because I care so darn much about all these morning GRWM routines), when she proceeded to reach for a setting powder that didn’t have a proper label on it. She says, “Also, this video is sponsored by the brand that makes this amazing powder. It’s a new product that’s coming out very soon but the brand is a surprise for now. The suspense! The intrigue!” Yeah, not much of a mystery to me, though. As soon as I saw her take the accompanying fluffy brush out of a smaller Glossier-like zipper bag, I knew.
A click on the link enclosed in the video’s description box took me to a landing page that confirmed and teased Glossier’s new baby, the Wowder. “It’s not powder, it’s Wowder,” the brief description reads. “And it’s coming (very) soon. Wowder will: cut shine, blur the appearance of pores, set makeup, look like skin. Wowder won’t: leave a chalky film, cake into fine lines, flatten skin’s texture, or do that weird thing where it shows up in flash photos.”
If you’ve been following us for a while now, you’ll know how much we adore our setting powders, so we can’t wait to see how Glossier’s latest offering is going to shake up the game. If you’d like to see more YouTubers that Glossier’s tapped to give us a sneak preview of this product, head over here to watch their videos. Like the rest of the herd, we’ll be hitting refresh on that page hourly (not even exaggerating) until more information drops.
Main image: Glossier Facebook
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