Sephora unveils redesigned flagship store in Melbourne

It is now the largest Sephora location in ANZ.

Sephora has reopened its flagship store at Melbourne Central, now the largest Sephora location in Australia and New Zealand at 693 square meters.

The newly renovated space integrates Sephora's physical and digital offerings for an enhanced shopping experience.

"This revitalised space offers customers an immersive beauty experience where they can explore our extensive product range and engage with the latest beauty technology 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 personalized retail experience.

The store features over 120 brands, including new entries like Paula's Choice and Aveda, as well as exclusive products from Rare Beauty, Fenty Beauty, and Ouai. New services include Hydrafacial treatments, Skincredible skin analysis, and Australia's first Sephora Beauty School for educational masterclasses.

Sephora also announced plans to open new stores in Miranda, NSW; Marion, SA; Fountain Gate, VIC; and Northlakes, Brisbane, as part of its 10th-anniversary celebration in Australia.