Sephora Hong Kong returns after a 10-year absence today, opening a 4200sqft store at IFC mall. 

The LVMH-owned global beauty retailer promises shoppers 40 brands new or exclusive to Hong Kong, along with the new Fenty Beauty by Rihanna, also an LVMH subsidiary which is simultaneously being launched by DFS Group’s T Galleria stores today.

“We believe the new Sephora Hong Kong will be the ultimate one-stop beauty destination in the region that consumers will find joy in exploring the countless products and services on offer,” said Benjamin Vuchot, Asia president at Sephora.

“We are really proud of the exciting brand portfolio for our new store.”

Sephora Hong Kong has confirmed plans to open eight stores in its return to brick-and-mortar retailing in the territory. A second store is under construction at Windsor House in Causeway Bay, scheduled to open prior to Christmas. Six more stores will follow over a three-year timeframe, their locations as yet not revealed.

The new IFC mall store features new customer services, including Virtual Artist, a beauty app designed to offer customers an opportunity to try on and compare different products digitally. 

Vuchot believes the technology will engage customers in store and create a unique omni-channel model dedicated to offering an “unparalleled shopping experience in-store and online through its upgraded e-commerce platform”.

Among the brands making their Hong Kong debut today are Drunk Elephant, Sunday Riley, Huda Beauty, Anastasia Beverly Hills and Fenty Beauty; and niche fragrance labels including Clean Reserve, Kayali, Bon Parfumeur and Maison Margiela. 

Sephora Hong Kong will also introduce new beauty and fragrance brands that are making their debut in the market such as Loewe, Tarte, IT Cosmetics and Jack Black.

More brands will be added later in the year – both instore and online – to provide customers with “endless new discoveries” across different categories.