Global beauty retailer Sephora has today opened a new store today at Erina Fair, the company’s 12th Australian retail location, and seventh New South Wales store.

Continuing their investment in brick-and-mortar stores, Sephora’s country manager, Libby Amelia, said “freedom to experience” is at the core of the cosmetics chain’s model.

“After almost three years in the market our core customers know all about our exclusive brands like Tarte, Marc Jacobs Beauty, Fenty Beauty, Kat Von D and Huda, but with an ever-increasing list of new makeup, skincare, hair care and lifestyle brands, we know our customers are crying out for the opportunity to touch, play experience our brands, products and services too,”Amelia said.

“We want our customers to be able to come into our stores whenever they like, for as long as they like,” she said. “You can touch and feel and play – being left to your own devices, or you can ask one of our experienced Beauty Advisors to guide you.”

Stephen Ross, centre manager, said adding Sephora to Erina’s mix meant consumers “no longer have to travel outside the region to get their beauty fix of Sephora’s brands”.

The global chain recently opened in concept stores in Spain and France, hinting at the LVMH-owned cosmetics retailer’s future design direction.

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