Since Glossier launched in 2017, the beauty brand has consistently won the hearts of beauty addicts with products such as Milky Jelly Cleanser, and the Zit stick. Now, the cult label dropped a new product—an eye and lip plumping cream called Bubblewrap. And we bet you’ll go gaga over this one too.
Glossier’s Director of Product Marketing and Development, Melissa Souto, told Metro UK, “We’re in constant conversation with our community and knew from their feedback that they wanted an eye cream from Glossier—it was actually our most requested skin care product.” She added, “We also knew that there was a great industry hack, especially among makeup artists, to use eye cream on the lips. Both those things inspired us to create a product that was more than just an eye cream.”
Though IG account Estee Laundry has initially pointed out the the problematic product name, calling it “tone deaf” and a “mockery” to customers who care about sustainability, Glossier has since revealed that they now have packaging options wherein customers can choose not to get their trademark pink pouch.
Bubblewrap has actually been in the works for nearly two years. The lightweight cream formulation has water-in-oil emulsion that draws on nine active ingredients including hyaluronic acid to boost hydration in skin, avocado oil to supply the moisture, and a medicinal herb called Swertia Chirata, known to increase the skin’s smoothness.
“Think of Bubblewrap as a daily treatment that’s designed to work in tandem with your lip balm: Bubblewrap, applied morning and night, actively adds moisture while a lip balm seals it all in so your lips stay hydrated all day,” Melissa explains. “The skin on your face isn’t the same in every area; the eye and lip areas are the most delicate and deserve extra care that your regular moisturizer isn’t designed to give. They also tend to lose moisture the fastest which is why we formulated Bubblewrap with hydration as the key benefit.”