House of Sephora event unveils Paula’s Choice and more beauty essentials

Sephora Australia’s recent House of Sephora event was a resounding success, featuring an array of brand activations from some of the biggest names in beauty. The event spotlighted four key beauty zones: Cloud Makeup, Glass Skin Glo-Up, Everything Shower Essentials, and Glazed Lips, creating an immersive experience for attendees.

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One of the standout moments of the event was the introduction of the global skincare brand Paula’s Choice, to Sephora Australia. This marks the first time the brand is available in-store across the country—a significant milestone for both the brand and its Australian fans.

Paula’s Choice has a long-standing connection with Australia, dating back to 1997 when it became the brand’s first international market.

Erika Kussmann, CEO of Paula’s Choice, shared her excitement about this new chapter, stating, “We know our Australian consumers love skincare, and the market is growing exponentially. We’ve built a passionate and loyal customer base and want to deepen those relationships by providing a more comprehensive brand experience. There’s huge potential to reach an even broader audience that’s seeking effective skincare that cuts through the hype and delivers on promises.”

This expansion into Sephora’s brick-and-mortar stores is a strategic move for Paula’s Choice, reflecting the brand’s growing footprint in Australia. “The Australian market is a top 5 market for Paula’s Choice globally, and our customer base has grown 15x over the past 10 years,” Kussmann said. “We know that once customers experience our products in-store, the potential in the market is huge. Skincare is experiential—we know customers want to touch and feel the textures of our products to determine if they are right for their skin type.”

As of this month shoppers can explore a carefully curated selection of Paula’s Choice products at Sephora, including the TikTok viral sensation, the 2% BHA Liquid Exfoliant, which sells globally every six seconds. The product lineup also includes other fan favourites like the C15 Super Booster, Pro-Collagen Peptide Booster, 1% Retinol, and Niacinamide 20% Treatment. “We’ve included our most iconic products, designed to work well together, so customers can build on the benefits and customise their routines to their skin’s needs,” Kussmann said.

Images from the Paula’ Choice activation at the House of Sephora below. Photos: Chloe Paul.