On Thursday, September 5, 2024, Sephora in Melbourne Central will reopen after an extensive redesign.

The store renovation and redesign aims to thoughtfully reflect a new era of Australian beauty. From the opening date, beauty enthusiasts will find new brands including Paula’s Choice and Aveda, and can access a line-up of services such as Hydrafacial skin treatments. Shoppers will also receive extensive access to Sephora-only cult favourites such as Rare Beauty, Fenty Beauty and Ouai.

Mark O’Keefe, General Manager of Sephora Australia and New Zealand said, “This revitalised space offers customers an immersive beauty experience where they can explore our extensive product range and engage with the latest beauty tech and digital elements.”

The Melbourne Central location is also the first to introduce Australia’s Sephora Beauty School – designed to host educational masterclasses and foster a greater connection to Sephora’s in-house beauty brands.

“This store represents the perfect blend of innovation and experience, allowing our customers to fully immerse themselves in the world’s best beauty brands through a highly personalised retail experience,” said O’Keefe.

Meanwhile, Melbourne Central Centre Manager, Denis Ryan, said, “We are so excited to welcome Sephora’s new innovative retail experience to Melbourne Central. As one of the CBD’s leading beauty destinations, it’s the perfect location for exciting new concept spaces such as the Australian-first Sephora Beauty School.”

From 8am – 10am on September 5, at La Robe St, Melbourne, Sephora will host festivities for the reopening including a live DJ, beauty stations and distribution of thousands of samples. There are also several special offers:

  • The first 10 people in line will be able to enter the store and shop before the crowds.
  • The first 1,000 people in line will receive a Sephora gift bag, and the first 250 gift bags will include the Tarte Amazonian Clay Face Palette.

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