Beauty company Glossier Inc. has reached a deal for Sephora stores and Sephora.com to carry its products next year, its first external retail partnership and a move that significantly expands the brand's retail distribution. Sephora locations in the U.S. and Canada will begin carrying Glossier products beginning in early 2023, Glossier said Tuesday. Sephora, which is owned by LVMH Moet Hennessy Louis Vuitton SE, has thousands of shops across the U.S. and Canada , including locations inside J.C. Penney and Kohl's Corp. The deal ramps up Glossier's push into physical retail, following the path of online disrupters such as Warby Parker Inc. and Allbirds Inc., which have turned to bricks-and-mortar in search of profits. Many direct-to- consumer companies are shifting their strategies as the record e-commerce growth during the Covid-19 pandemic has ebbed as more shoppers return to stores. While Glossier closed all of its physical locations during the early months of the pandemic, it has since opened four locations and announced plans to open additional stores in Washington, D.C., Atlanta, Philadelphia and the Brooklyn borough of New York City by the end of the year. It plans to open a store in Manhattan in 2023. "We know our customers want to find us [in Sephora]," chief executive Kyle Leahy said in a statement. "This marks a new chapter in our omnichannel strategy."