It takes a lot for a brand to achieve cult status once it's launched into the ultra-competitive whirlwind that is the beauty sphere.
Only a handful manage to nail the secret formula and make waves (The Ordinary, NIOD and Sunday Riley...) but never before has a brand seemed so popular among beauty editors, celebrities, bloggers, models and everyday beauty consumers alike than Glossier - the brainchild of Into The Gloss' very own Emily Weiss.
If you're addicted to Instagram (guilty) and have your finger firmly on the beauty pulse, you'll have heard of the New York brand before. For those who haven't, think fresh, pared down gym-skin and you're halfway there.
But, it's never been available in the UK which means we've had to resort to Instagram stalking or basically focussing any trip to NY around buying their latest lip gloss.
Until now. For the first time since Glossier's debut in 2014, you'll be able to shop more or less everything when the product line lands in the UK later this year.
Sharpen those elbows because we predict empty shelves over here, too - and this is why.
1. The Brand Champions The Pared-Down, No-Frills Look
Glossier is all about stripping things back, with the brand having become world-famous for the huge focus they put on low-maintenance, dewy and lit-from-within skin using just a handful of products from intensely hydrating moisturisers through to glow-giving oils and swipable highlighters . In a world full of heavy contours and pomade-caked brows this is seriously refreshing stuff.
But if you go against the grain, you're going to need a snappy sell - 'Skin First. Make-Up Second' - with founder Emily also living by the mantra: 'Skincare Is Essential, Make-Up Is A Choice'.
That's definitely something we can get on board with.
Instagram adores the Perfecting Skin Tint - a barely-there, foundation-serum hybrid which lends skin a dewy veil of colour without erasing natural freckles into submission and Cloud Paint - a subtle cream blush (in a myriad of shades to suit all skin tones) that leaves behind a pretty and natural post-gym flush on cheeks and was all over the red carpet at this year's Oscars.
Also on our wishlist is Boy Brow. From what we can see, it's similar to MAC's sell-out Brow Set where the spoolie comb and gel-like pigment work to fatten up sparse arches in a few swipes, and just when we thought the brand couldn't be any more endearing, they very recently launched a clear, vinyl-like lip gloss which has a nostalgic, 90s feel about it.
2. There's A Product For More Or Less Every Single One Of Your Skin's Needs
Sitting between a rich moisturiser and a light serum, Glossier's Balm Dotcom may look humble, but there isn't a beauty problem it can't fix - trust us, we carry a tube everywhere. Filled to bursting with antioxidants, it acts like an apron against pollution and everything else we chuck at our faces daily, while the emollients nourish each and every cell for smoother, more hydrated skin.
It also makes an amazing lip sheen and can be dotted in the corners of the eyes for a radiant finish or over the lids to intensify powder eye shadow.
Other heroes include the Super Glow, an elixir packed with skin-brightening vitamin C and magnesium to give lacklustre skin an instant boost and the Milky Jelly Cleanser - just take the towel test and you'll see why!
And while the brand prides itself on going back to basics, the formulas and what they achieve are far from simple or ordinary. Their cult following can vouch for that.
3. The Packaging Is Seriously Chic
They say never judge a book by its cover, but in this case, we can't really help ourselves.
Colourful bottles with apothecary-style droppers, moisturisers wrapped in the signature pastel pink banner and face masks emblazoned with quirky illustrations of the cosmos give Glossier's product line a super-cute, whimsical feel and just like The Ordinary or Sunday Riley, you'll be proud to display each one atop your dresser.
But the best part is that the cool AF packaging mirrors what's on the inside, which leads us to...
4. Everything Is 100% Cruelty Free
Just like Illamasqua, Charlotte Tilbury and many other ELLE UK favourites, Glossier do not test any of their products on animals, which means everything from their infamous Cloud Paint to Boy Brow is totally cruelty free.
In fact, this is what their website reads, 'Our office mascot, a Shiba Inu named Chino, hangs out in the Gloffice all the time and we wouldn't dream of testing on him or any of his friends.'
5. Everything Is Pretty Affordable
Currently, Glossier products start from as little as $12 (£9.62) and judging by the website, no product goes over the $40 (£32.06) mark . Now, everyone knows that a good skincare arsenal can set you back a small fortune, so anything under £35 gets our vote.
Right now, you can grab the Balm Dotcom trio from trusty Net-A-Porter, but much more will be available soon.
6. It's model-approved
Everyone goes on about supermodel skin - clear, even and gorgeously glowy - and it'll soon be within touching distance.
In fact, Delilah Parillo, Chrissy Teigen and Larissa Hoffman are just a few catwalk queens who have worn (and loved) Glossier (check the photo evidence).
If it's good enough for them...