The prestige beauty retailer is celebrating 10th years in Australia with the reopening of its Melbourne Central flagship store, the largest Sephora store in Australia-New Zealand.
The 693 square metre space has undergone an extensive renovation to usher in a new era for Australian beauty enthusiasts. Sephora’s aim was to bring together the best elements across its physical and digital offering in an immersive omni-channel retail experience.
"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. 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. As we celebrate our 10th anniversary in the Australian market, 2024 is a significant year for Sephora, and we are excited to continue our expansion with new stores in Miranda, New South Wales; Marion, South Australia; Fountain Gate, Victoria and Northlakes, Brisbane," said Mark O’Keefe, General Manager of Sephora Australia and New Zealand.
The store will house over 120 brands, including new brands Paula’s Choice and Aveda as well as cult favourites Rare Beauty, Fenty Beauty, and Ouai, that can only be found in Sephora. The Beauty & Hair Studios will feature a line-up of services to showcase the latest product and brand debuts. A specialised Skin Consultation zone provides Hydrafacial treatments alongside Skincredible—a state-of-the-art app endorsed by dermatologists for personalised skin analysis. Additionally, this location introduces Australia’s first Sephora Beauty School, designed as an exclusive space for educational masterclasses with beauty brands.
