The world’s largest beauty retailer, Sephora, has confirmed it will open its first Melbourne store at 12pm on Saturday November 28 in Melbourne Central.

This is the third Sephora store to launch in Australia, with the first two opening in Sydney this year.

After months of anticipation, big queues are expected for opening day. The first 100 shoppers will receive a $50 gift voucher, while the next 200 will get a free Sephora drink bottle (not as good, but queuers need to stay hydrated).

The new 500-square-metre store in Shot Tower Square will stock beauty brands previously hard to find in Melbourne, including Marc Jacobs Beauty, Tarte, Kat Von D, IT Cosmetics, Cover FX, NUDESTIX, Beauty Blender, Ole Henriksen, Formula X and its own Sephora Collection.

For those unfamiliar with Sephora, the beauty brand first opened in Paris in 1970, and has since launched around 2000 stores worldwide. The brand is owned by luxury goods conglomerate LVMH. While there is much anticipation around the brand’s arrival, there is also criticism of Sephora selling products at prices up to 60 per cent higher in Australia than in the US.

sephora.com.au