Sephora‘s first flagship store in Australia opened in Sydney’s Pitt Street Mall in 2015. Over the past seven years, the global beauty major has debuted 22 stores in five states – NSW, Victoria, Queensland, South Australia and Western Australia.
On October 27th, Sephora will open its 23rd Australian store in the Indooroopilly Shopping Centre in Brisbane – its fifth location in Queensland.
Other beauty drawcards in the popular complex include Aesop, David Jones, Myer, L’Occitane, Lush, Mecca Cosmetica, Mecca Maxima, Napoleon Perdis and The Body Shop.
Several cult brands Sephora will introduce to Indro, as the high footfall centre is known locally, include Fenty Beauty, Tarte, Fresh, and GXVE by Gwen Stefani.
Continuing its giveaway tradition, the first 300 customers in the queue pre-opening will be given an eyeshadow palette by Pat McGrath Labs valued at $106.
Overseas, Sephora has announced a return to the UK market after an absence of 17 years. The LVMH-owned beauty retailer first opened in the UK in 2000 and shuttered its six stores in 2005 because of heavy competition from home-grown chains such as Boots and Superdrug.
The first sign that Sephora was planning to re-enter the British beauty market, the third largest in Europe after Germany and France, was the acquisition of e-beauty retailer Feelunique last year for AUD$238.27 million.
Sephora switched its domain name from Feelunique to Sephora.co.uk at the beginning of this week and plans to open a flagship store in London in the Northern Spring of 2023.
The beauty major is fixing its hopes on selling cult brands such as Tarte, Pat McGrath Labs and its own private label Sephora Collection.
The UK beauty market is more competitive than ever, but Sephora is optimistic.
“The UK is home to a dynamic beauty and wellbeing market that Sephora will aim to surprise and delight through our trademark know-how and creativity. Our passionate team cannot wait to serve and inspire UK customers under the Sephora brand,” said Chris de Lapuente, Sephora Chairman and CEO.
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