It’s an interesting time to talk about Glossier, as they are facing the first bumps in the road (at least in public) that has otherwise been very fast and smooth. I believe Solution is the first product they have launched that has created some serious backlash, at least in certain corners – more of that later.

For those who are not aware (there can’t be many), Glossier is an American beauty brand founded by Emily Weiss, former editor at Vogue and the creator of Into the Gloss, a very popular beauty portal. The brand was launched from that foundation and is pretty much universally considered the coolest beauty company around. This is partly based on the cool factor of Weiss (she is the kind of young woman that many other young women aspire to be), but also extremely savvy brand building. I mean this in a very complimentary way, I’m not referring to just some marketing buzz: the concept of Glossier is extremely well thought out, they know their customer and have formulated and designed the products accordingly.

The whole ethos of Glossier is modern (you could say millennial), effortless and casual. At the same time, they are enthusiastic and positive, something I appreciate. And coming now to skincare, I also appreciate that (mostly), they follow sound principals, something to celebrate considering they come from America, the land of scrubs and face wipes. The products are also relatively affordable, although not cheap.

So what did I try? The following:

1. Milky Jelly Cleanser. Of the entire Glossier line-up, this is the product I was most interested in. That is not going to surprise anyone, as my cleanser obsession is well known and I am especially fond of cleansers that have a jelly-like texture. And yes, I like it. It’s not ground-breaking, especially if you have tried something like 100 cleansers, but it’s very nice. The texture is exactly as advertised, it’s gentle and there is a faint rosy smell (which I don’t much like). I only use it as a second cleanse and it works perfectly for that, no tightness or residue. As most Glossier products, the bottle isn’t big, but for me it’s actually a plus, as I’ve got many cleansers in rotation.

2. Super Bounce Serum. This was the biggest positive surprise in the bunch. It’s basically a hyaluronic acid serum and I kind of tend to think that how special can they be? But this one really is very nice and has a noticeable plumping effect. I have a slight preference for my Drunk Elephant B-Hydra, I think it’s slightly more hydrating and the texture is beautiful. However, if you are looking for a liquid-y hydrating serum, this is a good option.

3. Moisturizing Moon Mask. I was initially disappointed, as I didn’t realise it’s a wash-off mask (I prefer to leave my hydrating masks on at night). After trying it twice, I have more-or-less come around, as it does work and leaves the skin nice and hydrated and supple. It’s a good one for the bath: the combination of the steam and the mask really do make the skin look rather lovely. So again, not necessarily ground-breaking, but it works.

4. Solution. And so we come to the most controversial product, their acid toner (or exfoliating skin perfector, as they call it). Let me point to a rather scathing review by Caroline Hirons, as she makes all the relevant points much better than I can. After watching this video, I have been rather hesitant to try the tonic, even though my skin is hardy. I have used it twice now and while nothing very horrible has happened, I am not sure this is a great product. The first time, my skin seemed drier in the morning and the second time, I experienced an unpleasant (if slight) burning sensation. If you are sensitive, I recommend not experimenting with this. I might give it another go in the name of science, but in general it seems to be their poorest offering.

5. Body Hero Daily Oil Wash. Body products are some of the newest additions to the Glossier line and I do like the body wash (have not tried the lotion). It is an oil wash, probably my favourite type of shower product. Does it do anything that other shower oils don’t? Probably not. But it does what it should, is nice and gentle and, wait for it, has a pump! It also looks great in a millennial bathroom (I recommend pairing with plants).

I think the general theme here is that while nothing I tried is a super amazing best ever product by my standards, one has to keep in mind that my standards are super high. My favourite cleanser costs over 70 euros, most people cannot or would not spend this kind of money on skincare. Glossier has done something similar to my favourites at a lower price point, making good beauty products financially, visually and mentally more accessible to people who are a generation younger than me (or just like that aesthetic). There is a lot of hype and while I don’t agree with the most evangelical of the fans, there also isn’t a brand out there that I can confidently say covers that cool, well formulated, not-too-expensive territory better than Glossier does.

The main problem with Glossier is that it’s almost impossible to get if you’re not in the US or the UK (this is why I write this about million years after the hype started), I received my stash through a UK-based enabler. Have you tried anything from the brand? Thoughts? I will share my makeup picks in the coming days.