The last 12 months have seen Australia’s first two Sephora stores open in Sydney (the last store was opened in the Macquarie Centre in September) and there is word of a new store opening in Melbourne before Christmas (the new store will be located in the Melbourne Central shopping centre).
For those not in the know, Sephora is a visionary beauty-retail concept founded in France by Dominique Mandonnaud in 1970. Sephora’s unique, open-sell environment features classic and emerging brands across a broad range of product categories including skincare, makeup, fragrance, body and hair care, in addition to Sephora’s own private label.
Sephora features a variety of beauty products from more than 100 brands including NARS, Make Up For Ever, Urban Decay, Sunday Riley Skincare and Too Faced Cosmetics. Sephora also features its own make-up, skincare, and beauty tools and accessories. Packaging for the line features the company’s elongated flame logo in standard black print.
Stores also feature fragrance collections by Mary-Kate and Ashley Olsen, and a makeup line with Marc Jacobs.
Today, Sephora is not only the leading chain of perfume and cosmetics stores in France, but also a powerful beauty presence in countries around the world.
Owned by LVMH Moët Hennessy Louis Vuitton, the world’s leading luxury goods group, Sephora is highly regarded as a beauty trailblazer, thanks to its unparalleled assortment of prestige products, unbiased service from experts, interactive shopping environment, disruptive spirit and constant innovation.
Sephora operates approximately 1,900 stores in 29 countries worldwide, with an expanding base of over 200 stores across the Asia Pacific region including Australia, China, Singapore, Malaysia, Thailand, Indonesia & India.
As with International brands such as Zara, Uniqlo and H&M, the demand for Sephora in Australia has been surprisingly overwhelming. The Sydney stores are still extremely busy and it is no surprise that the brand expanded the Sephora online US store to include an Australian arm, which opened today.
Like in-store, free samples will be provided with every Sephora.com.au purchase – at check-out, customers can have the choice to select from available samples which will be sent out with their order. Another bonus is the addition of brands exclusive to Sephora.com.au and not available in the bricks-and-mortar store, like DaLish Cosmetics, EMK and Erno Laszlo.