Beauty emporium Sephora Singapore has reopened after moving from level one to basement two of Ion Orchard.

Hardcore fans started queuing the night before to qualify for vouchers ranging from $10 to $100 being given to the first few hundred customers. Three hours before the flagship opened, there were 400 in the queue. First in line, with a 15-hour wait, was a 17-year-old male student who likes to experiment with make-up.

Being launched at the new store and available for the first time in Singapore is American label Kat Von D, founded by tattoo artist and TV personality Katherine von Drachenberg. It has its own store-in-store concept that offers the brand’s complete range.

Also new is American label Urban Decay’s Vice collection of 100 lipsticks, a first for Asia.