The beauty world turned its attention to Australia last week as House of Sephora delivered an unforgettable showcase of innovation, prestige, and global beauty excellence. Held in Sydney, the event featured 37 leading brands and welcomed international founders and industry experts.
For the past six months, Sephora Australia has worked to bring the world’s biggest beauty brands and their latest launches directly to consumers. House of Sephora marked the culmination of this effort, unveiling two major brand debuts—Byoma and Haus Labs—alongside powerhouse names such as Rare Beauty, Makeup by Mario, Caudalie, Laneige, Fenty Beauty and more.
The event also featured brand founders including Marc Elrick of Byoma, Anna Lahey of Typebea, Priscilla Hajiantoni of Bangn Body, Naomi McCullum of Dr Naomi Skincare, and Masha and Mikolaj of L’atelier. Speaking exclusively to Retail Beauty, Byoma’s founder Marc Elrick shared insights into the brand’s science-backed approach to skincare. Byoma, available exclusively at Sephora, was developed during the pandemic and focuses on strengthening the skin barrier. Each product undergoes rigorous scientific testing—up to 60 rounds—before being released to market. The brand stands out for its bold, colour-coded packaging and commitment to education, offering consumers accessible and effective skincare solutions, all at an affordable price point under $40.
Sephora Australia also unveiled an extensive lineup of exclusive product launches for 2025. Notable releases in colour cosmetics include Beautyblender’s Denim Beautyblender, Fenty Beauty’s Gloss Bomb Stix High-Shimmer Gloss Stick, Rare Beauty’s Soft Pinch Liquid Contour, Makeup by Mario’s SurrealSkin Soft Blur Setting Powder, and Natasha Denona’s Bloom Eyeshadow Palette. In fragrance, new releases include Juliette Has A Gun’s Miami Shake Eau de Parfum, Kayali’s Fleur Majesty Rose Royale | 31 Eau de Parfum, and L’atelier Parfum’s Opus 4 – Skin Sensation.
Haircare launches include Olaplex’s No.5 Scalp Longevity Treatment, Virtue Labs’ Scalp Remedy Shampoo and Conditioner, and Typebea’s S.1 Ultimate Styling Serum. Skincare additions include Bangn Body’s Face and Body Oil, Biossance’s Squalane + Firm and Lift Dual Serum, Dr Naomi’s Mr Exosome Regenerative Rich Cream, Fenty Skin’s Cherry Dub BHA Toner, and Paula’s Choice’s 25% Vitamin C + Glutathione Clinical Serum.
The House of Sephora event provided attendees with access to brand founders, ambassadors, and industry insiders, offering firsthand knowledge of the latest trends, innovations, and product formulations. All photos Eliza Hayward.
Read the SUMMER ’25 issue of Retail Beauty below:
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