Sephora in Australia … It’s Really Happening!

Sephora Australia

In my 15-or-so years of writing about beauty, I’ve regularly heard talk of makeup, skincare and fragrance mega-store Sephora coming to our shores.

But this time, it’s more than just a lovely-smelling waft of a rumour.

At a press event in Sydney last night, Ravi Thakran – Group President, LVMH South & South East Asia & Middle East – confirmed that the world’s largest beauty retailer is indeed en route.

The first store will open its doors in Westfield Sydney before Christmas; Sephora Melbourne will roll out the red carpet (location as yet undisclosed) several months later. And that’s just for starters. “We’ll be ramping [the expansion] up very fast,” says Thakran. “All signature locations of great size – 800-1000 square metres – so you’ll get a true spirit of the brand.”

Most of you probably know Sephora, or have at least heard jet-setting friends rave about it. Shopping here – where you can lose yourself for hours at a time – is the beauty lover’s equivalent of a kid-in-a-candy-store high.

Sephora’s Australian stores will brim with over 250 brands, both established beauty brands, and a number of names that are new (or relatively unknown) to this market – think Marc Jacobs Beauty (cue excited squeal or ten), Urban Decay (yes, they of the legendary Naked palettes), Kat Von D, Tarte, MAKEUP FOR EVER, Boscia, Andre Fulerton and Percy & Reed. Sephora’s own brand of skincare, bodycare, makeup and tools will also be showcased.

And all will be set out in Sephora’s much-loved serve-yourself-style format.

“Nobody will tell you that you must buy this brand because they represent that brand,” says Thakran. “In a department store you get your answer depending on which sign that person is standing in front of … You can go [to Sephora] and buy anything or nothing. You can test everything. You can get educated on everything.”

As anyone who has stocked up on Sephora goodies overseas – and paid the price in excess baggage (yep, guilty as charged) – can attest, shopping here is about as enjoyable as it comes. As well as the easy-to-navigate walls and aisles, and the pressure-free perusing, makeovers are readily on offer and samples are generously handed out.

“We’ll  be bringing the same fun and frolic that you see in [the stores in] Paris or New York,” says Thakran. “What Sephora stands for is very much an Aussie spirit: Don’t take life too seriously … Sephora world is all about entertainment while shopping.”

Bring. It. On.

Written by Katrina Lawrence

Katrina Lawrence has specialized in beauty journalism for more than 15 years. After starting her career as the beauty and lifestyle editor of Cleo magazine, she then went on to help launch SHOP Til You Drop magazine, where she held he reins as deputy editor/beauty director for several years. Next came a freelance role, based in both New York and Sydney and writing for titles including madison, Harper’s BAZAAR, Cosmopolitan and Sunday Life. She has also run her own beauty information site, and most recently was editor of premium Australian online beauty magazine. Katrina is one of Australia’s most awarded beauty writers, having won over ten industry awards.
Contact: [email protected]

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