Inside Glossier's giant new store, which is home to makeup conveyor belts and a replica subway station

Glossier, known for its beauty products like Cloud Paint, has opened a flagship store in New York City.Amanda Krause/Insider

• Glossier will be calling New York City home again with its new flagship store in SoHo.
• Insider visited before it opens on Friday, and found the store to be a beauty lover's dream spot.

Glossier has returned home to New York City with a giant new store in SoHo.

Outside Glossier's new flagship store in New York City.      Amanda Krause/Insider

With locations currently in London, Los Angeles, Brooklyn, and more, Glossier's SoHo shop will serve as its flagship.

A Glossier Boy Brow display in SoHo promoting the brand's new flagship.      Elizabeth Morales/Insider

The new store marks a major moment for the brand. Its former flagship — which opened in 2019 — closed in 2020 due to the pandemic, and the brand restructured overall in 2022.

A Glossier Metrocard and subway decor in New York City promoting the new store.      Amanda Krause/Insider

Insider visited the 7,000-square-foot spot before it opens to the public on Friday.

Reporter Amanda Krause and social-media producer Elizabeth Morales at Glossier.      Amanda Krause/Insider

Shoppers are greeted with Glossier's "you look good" motto written in a pink-and-white, subway-esque mosaic on the floor as they enter.

Glossier shoppers are greeted with this tile art at the flagship store.      Amanda Krause/Insider

A hallway to the right leads you to one of Glossier's signature mirrors, which is perfect for selfies.

This floor-length mirror has Glossier's logo pasted across it.      Amanda Krause/Insider

The giant mirror is directly next to Glossier's gift shop, where you can buy the brand's sweatshirts, makeup bags, and other accessories.

This room is filled with sweatshirts, makeup bags, and other Glossier merchandise.      Amanda Krause/Insider

Many of the items were previously exclusive to other worldwide locations — like a pink passport case sold in London and a red makeup bag from Atlanta.

These items were previously only sold at Glossier's worldwide locations.      Amanda Krause/Insider

Like the rest of the store, the gift shop has details pulled directly from New York City culture.

This black hoodie is sold exclusively at the SoHo location.      Amanda Krause/Insider

Kendall Latham, Glossier's director of retail design, told Insider that its G Pal sculptures, for example, were inspired by the bronze statues located in the 14th Street and Eighth Avenue subway station.

This bronze statue was inspired by similar ones at the 14th Street and Eighth Avenue subway stop.      Amanda Krause/Insider

You'll also notice lots of red pipes and steel structures. Latham said that's because they wanted to match the industrial red standpipe system of NYC.

Everything from the store's stair railings to its shelving units is painted red.      Amanda Krause/Insider

The middle of the store — where the brand's products are found — is where Glossier fans will spend most of their time. Latham said its layout was meant to feel like a grand, residential dining room.

Glossier's beauty products are displayed in the middle of its flagship store.      Amanda Krause/Insider

Shoppers can test each product with disposable applicators before buying them.

Each beauty product on the table can be tested by shoppers in the store.      Amanda Krause/Insider

From there, you'll reach the store's "wet bar," where you can try Glossier's skin-care products "as they were intended with a sink" in a more "intimate" environment, Latham said.

Glossier describes this room as the store's "wet bar."      Amanda Krause/Insider

The store designer also pointed out hidden chairs in the "wet bar," as the store will eventually offer beauty appointments with makeup and skin-care experts.

Beauty fans will eventually be able to make beauty appointments at the store.      Elizabeth Morales/Insider

One of the store's most unique features is its replica subway station.

The white-tiled room makes you feel as though you've gone underground.      Amanda Krause/Insider

Latham described the space as the store's "selfie" room, so we made sure to try it for ourselves.

Shoppers can sit on a subway bench and take photos in front of a Glossier mosaic.      Amanda Krause/Insider

The "you look good" mosaic was hand-crafted in Italy and mailed to the NYC store in pieces. As for the seating, Latham said they "tried very, very hard to find a real subway bench" but couldn't — so they made a replica.

Miotto Mosaic Art Studios created this art piece for the store.      Amanda Krause/Insider

Finally, there's a "communal area" where shoppers can hang out, meet other beauty fans, and wait for their orders — which arrive via makeup conveyor belts.

This area has red couches and Glossier products cast in plaster.      Elizabeth Morales/Insider

A brick-and-mortar Glossier store might not be a new concept, but we'd say this latest one stands out among the rest. The separate rooms make shopping feel like a special experience, and the NYC homages remind you where you are at every turn.

Beauty lovers and casual fans are sure to find something they love at this spot.      Amanda Krause/Insider