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With over 2,500 stores worldwide (!) and a reputation as the global Beauty authority, SEPHORA internationally is the pioneering force in beauty and the next big thing to hit the shelves is here in Australia. In a global first, SEPHORA Australia will lead the movement, with the launch of a new online vertical followed by in-store hub, as the Omni retailer welcomes WELLNESS to its assortment.

As the first market globally to adopt the Wellness vertical, it’s only logical that the Australian market would select from the wealth of Aussie wellness brands. You can expect to see a selection from Miranda Kerr’s KORA Organics, Elle Macpherson’s WelleCo, Carla Oates’ The Beauty Chef, James Duigan’s Bodyism, and Chanelle Louise’s Cilk Rosewater.

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Of the demand for the new Wellness category SEPHORA Australia Country Manager, Libby Amelia said, “In 2017 Wellness became the new black – far from a trend, this beauty essential is a staple in the routines of women across the globe. Instead of buying quick-fixes and synthetic supplements health-conscious consumers are turning to products with ingredients that promise to combat the effects of an always-on lifestyle. The latest beauty secret is out – it’s all about beauty from the inside out, and we can’t wait for SEPHORA Australia to be the destination.”

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“Our customers always want the next big thing, and the demand for wellness has been growing for some time”, said SEPHORA Australia’s Digital Category Manager Alice Macdonald. “Women are seeing beauty as a natural extension of their health, and are scanning beauty labels just as thoroughly as they do the labels on their food. The social movement for the wellness category is really strong with our customers, and we are so excited to be able to cater to their needs.”

From super elixirs to collagen boosters, inner beauty extracts, organic skin-foods and sleep superstars, SEPHORA Australia will be the only beauty destination for wellness. So, whether you’re a health-guru or a naturals-newbie, SEPHORA Australia’s curated range of luxury brands and products, are here to boost your beauty, helping your hair, skin and body glow. “The SEPHORA customer knows that Wellness isn’t an add-on or an afterthought, but a key step in her daily beauty routine”, said SEPHORA Australia’s Retail Category Manager Kirrily Bird. “When we selected
the initial Wellness assortment, we were really conscious of partnering with brands and products that had a strong link back to beauty and skin health. That’s the core of our business and where we are always driving to be best-in-class.”

Of the future plans for the category Country Manager Libby Amelia said, “Wellness isn’t a moment, but a mainstay at the core of our business. The launch is one moment in the journey of Wellness for SEPHORA and for our brands and offering. Watch this space.”