In an event that beauty fans have descibed as “Disneyland for serum lovers“, Sephora’s bi-annual House of Sephora, pulls back the curtain on what’s coming next – new brands, new tech, new stores.
This year’s showcase, held in Sydney, was bigger than ever, with hundreds of guests including brand partners, store teams, and press gathering to see what’s ahead for Sephora Australia and New Zealand (ANZ).
Leading the presentation was George Tsoukalas, General Manager of Sephora ANZ, who walked the room through everything from fresh brand launches to a few genuinely thoughtful moves for customers. Here’s what stood out.
1. A record number of new brands are joining the lineup
House of Sephora 2026 introduced 14 new brands to the ANZ market, headlined by two major launches that had already started generating buzz before the event even wrapped: Merit and Marc Jacobs Beauty. It’s one of the largest single intakes of new brands Sephora ANZ has done, a sign of just how competitive – and fast-moving – the prestige beauty space has become.
2. About the above …
One of the most exciting confirmations from the event: Merit, the minimalist, dermatologist-developed beauty brand known for its “easy makeup” philosophy, is making its Australian debut exclusively through Sephora. Founded on the idea that beauty routines had become overly complicated, Merit built its reputation on pared-back, multi-use products designed to look good with minimal effort – think buildable, skin-friendly formulas rather than a 12-step routine.
Aussie fans of the brand have been importing it or waiting patiently for years, so this is a big one. Expect early access online ahead of a wider in-store rollout..
The other big brand moment of the event: Marc Jacobs Beauty has officially returned to Australia after a five-year hiatus, landing exclusively at Sephora. The cult label – originally launched in 2013 and beloved for its playful, maximalist take on makeup – went quiet in 2021, but a new licensing deal with Coty has brought it roaring back with a fresh collection spanning eyes, lips and complexion.
Expect the same bold, statement-making energy the brand built its name on, now with new hero products including the Drawn This Way Longwear Eyeliner, Born Star Eyeshadow, Heart On Lipstick, Joystick Blush Stick, and Legally Bronze Bronzer – all wrapped in charm-inspired packaging designed by Marc Jacobs himself. The collection launched online at Sephora Australia on 1 September, with national in-store rollout following on 2 September.
3. There’s a new AI-powered skin and beauty diagnostic tool in stores
Sephora also spotlighted a piece of in-store technology that uses AI to analyse skin and recommend personalised skincare and makeup – matching customers to shades and products based on an actual scan rather than guesswork. It’s part of a broader push to blend Sephora’s famously hands-on, in-store advice culture with tech that makes shopping faster and more precise, without losing the human element that’s always been core to the brand’s retail experience.
4 Sephora is introducing quieter, sensory-friendly shopping sessions
Perhaps the most heartening announcement of the day was a new recurring low-sensory shopping hour – a regular window with the music turned down and a calmer, less overwhelming store environment for customers who find typical retail settings a lot to handle. It’s a small change, but a meaningful one, and part of a broader focus from Sephora on making its stores feel welcoming to a wider range of customers, not just the beauty-obsessed.
5. More stores, more renovations, and a cause-driven campaign are on the way
Sephora ANZ continued to talk up its physical retail expansion, including new store openings and a handful of stores earmarked for renovation over the coming months – a reminder that even as online shopping grows, in-person experience is still central to the brand’s strategy locally.
The event also teased a new charity partnership, with proceeds from a specific product to be donated to a nonprofit starting mid-October – details to be confirmed closer to the date.
