Glossier Loves New York So Much They Made a Lip Balm (and Cute Merch) to Prove It

As a child, I saw a kiosk selling I ❤️ NY shirts outside of the Metropolitan Museum of Art and thought the sentiment was very chic. I did indeed heart NY! And what better way to share that message than with a T-shirt sporting the statement loud and clear?

At the time, there really wasn’t a better way. But now there is—and if I would’ve had this as a kid I probably wouldn’t have wanted anything else for the rest of my life.

On July 14, Glossier is partnering with the New York State Division of Tourism to offer a limited-edition I ❤️ NY Balm Dotcom. Clear and juicy apple-flavored (the fans have been BEGGING for this), it promises to bring “a fun, New (York) twist to the beloved Balm Dotcom formula”—and is also arriving alongside some very cute merch.

“From its inception, Glossier has been a brand rooted in New York City. Long before Glossier became a beauty brand, it was a beauty-dedicated editorial site called Into the Gloss, about real women and the routines they actually kept,” explains Nicole Solórzano, CMO of Glossier. “Born in New York City, inspired by its people, and shaped by its energy, Glossier has always reflected the spirit of the city it calls home.”

Ahead, discover everything there is to know about the exciting launch.

The Inspiration

As Solórzano says (and we all agree!), this logo is one of the most iconic and instantly recognizable symbols in the world.

“When we decided to develop this campaign celebrating all the things we love about New York, we immediately knew who we needed to call,” she explains. “Created in 1977 by legendary graphic designer Milton Glaser as part of a tourism campaign and famously sketched in crayon on the back of an envelope during a taxi ride, the design went on to become the definitive graphic representation of New York.”

Glossier and New York

Instead of reinterpreting the iconic logo, the brand decided to partner with the New York State Division of Tourism to officially license it “as a sign of respect for what it represents.”

As mentioned, the folks at Glossier are New Yorkers through and through. And given how good the energy is in the city this summer, the timing of the launch really couldn’t be better. After the Knicks won game five, the brand offered 20 lucky New Yorkers a first look at the product when they stopped by Glossier’s Soho storefront.

“New York is where Glossier was born, so we were celebrating right alongside everyone else. The joy that swept through the city after the Knicks win was impossible to ignore, and rather than create a marketing moment, we wanted to participate in a cultural one,” says Solórzano. “We had already partnered with New York State to license the iconic I ❤️ NY logo for our limited-edition Balm Dotcom, so celebrating with our community felt incredibly natural. Sometimes the best brand moments aren’t the ones you manufacture... they’re the ones you recognize and show up for. That’s what this felt like.”

The Balm

The brand “wanted every detail of this Balm Dotcom to feel rooted in New York.” The packaging, the flavor, the ease of wear.

“The apple was a natural starting point as a playful nod to the Big Apple. But we wanted the execution to feel fresh, not kitschy,” explains the CMO. “The result is a juicy apple flavor paired with our iconic Balm Dotcom formula and a clear finish that’s universally wearable, whether you’re a lifelong New Yorker or simply love the city.”

Obviously, the tube features the officially licensed logo. Solórzano says this makes it feel like more than a beauty product: “It’s a little piece of New York you can carry with you every day.”

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The Merch

Alongside the balm, you’ll find a selection of limited-edition merch. There’s the Applebaby Patch, Applebaby Keychain, Big Apple Sticker Pack—which Solórzano says is a call back to the brand’s beloved stickers—and Big Apple Cotton Tee. And exclusively for shoppers at the brand’s SoHo store, there’s a limited edition baseball cap.

“The I ❤️ NY campaign is our love letter to New York City, through the eyes of the people who live in it and love it,” she adds. “Glossier has always been about our community, from the first interviews with New Yorkers on Into the Gloss, to our community-inspired products, this campaign is our way of celebrating the place and people that made us.”

Glossier, I think NY ❤️s you back.

You can shop the I ❤️ NY Balm Dotcom for $16 on glossier.com starting July 14.