Beauty giant Sephora is in for a very busy 2019. The cosmetics retailer has announced the imminent opening of 35 new stores across the US this year, beginning this week, with the launch of its new Hudson Yards store in New York on March 15. Further new boutiques will spring up in Palm Springs, Dallas, Boston and Los Angeles, amongst other locations.
Each new store will offer skincare, haircare and makeup solutions from more than 200 carefully curated brands including Fenty Beauty by Rihanna, Drunk Elephant, Maison Margiela, DryBar and Sephora Collection. There will also be spaces for 20-minute one-on-one in-store beauty sessions, complimentary skincare services, makeup classes and in-store facials, as well as the chance to explore the company’s digital tools such as a ‘Moisture Meter’ that accurately measures the amount of moisture in the skin and a ‘Color IQ’ technology that scans the surface of the skin and recommends foundation, concealer, and lip products.
The brand’s Beauty Advisor uniforms have also been given a makeover, thanks to fashion designer and CFDA member Nellie Partow. Additional developments in the pipeline include a collaboration between Sephora and the luxury treatment center OrangeTwist, which specializes in non-invasive body, face and skin treatments.
The move follows a busy 2018 for Sephora, which hosted its first-ever major ‘Sephoria’ beauty festival in Los Angeles last year, in addition to teaming up with the Museum of Ice Cream (MOIC) on a makeup collaboration and launching a new omni-channel retail platform in China.
The 35 new locations opening this year include: