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Sephora is Expanding it’s Footprint Across The U.S. with New Locations in 2019

Sephora is Expanding it’s Footprint Across The U.S. with New Locations in 2019

Photo of Sephora store at mall
Photo of Sephora store at mall

Today, Sephora announced that it will open 35 new locations across the United States in 2019, marking five years of significant brick & mortar growth for the omni-retailer. Beginning March 14th with an opening at New York’s famed Hudson Yards development, new Sephora locations will open in 32 cities, including Palm Springs, CA, Charlotte, NC, Los Angeles, CA and more.

“At Sephora, we are constantly working to further enhance, personalize and simplify the omnichannel experience for our customers, so the connection between the physical and digital is virtually seamless and highly customized at every touchpoint,” said Mary Beth Laughton, Executive Vice President of Omni Retail. “Customers can browse our beauty offering online or using our Sephora App, use our digital ‘Happening at Sephora’ tool to discover what’s happening in store like events, classes and services to plan their trip to their local store and even try on looks digitally with Sephora Virtual Assistant.  We are thrilled to be opening in even more communities this year, bringing the best of prestige beauty, including our passionate Beauty Advisors, to more customers across the US, in real life.” 

The 35 new locations opening this year include: 

  • Hudson Yards – New York, NY

  • Sawgrass Mills – Sunrise, FL

  • West Village – Dallas, TX

  • Palm Springs – Palm Springs, CA

  • Highland Village – Houston, TX

  • Bishop Ranch – San Ramon, CA

  • Laurel Village – San Francisco, CA

  • Redlands – Redlands, CA

  • One Paseo – San Diego, CA

  • Seaport – Boston, MA

  • Ontario Mills – Ontario, CA

  • Irvine Spectrum – Irvine, CA

  • Atherton Mill – Charlotte, NC

  • 14th Street DC – Washington, DC

  • Aliso Village – Los Angeles, CA

  • Green Valley Ranch – Henderson, NV

  • Pinecrest – Orange Village, OH

  • Oceanside – Long Island, NY

  • American Dream – East Rutherford, NJ

  • Waterside Shops – North Naples, FL

  • Belmar – Lakewood, CO

  • Rochester Hills – Rochester Hills, MI

  • Streets of Tanasbourne – Hillsboro, OR

  • Lake Success – Lake Success, NY

  • Atlantic Terminal – Brooklyn, NY

  • Connecticut Ave – Washington, DC

  • 2020 Westlake – Seattle, WA

  • SoNo Collection – Norwalk, CT

  • Alexandria – Alexandria, VA

  • Long Beach – Los Angeles, CA

  • River Market – Fort Lauderdale, FL

  • Dana Park – Mesa, AZ

  • Arboretum SC – Arboretum, SC

  • Davie – Davie, FL

  • Shrewsbury – Monmouth County, NJ

Key retail moments for 2019 also include: 

• Award winning fashion designer and CFDA member Nellie Partow has re-designed Sephora’s Beauty Advisor uniforms leveraging her minimal modern luxury aesthetic. Customers can see the new look debuted for the first time at Hudson Yards.

• Later this year, Sephora is partnering with the luxury treatment center OrangeTwist in threeCalifornia locations. OrangeTwist is a fast-growing network of modern treatment shops for women and men. Created by industry leader Clint Carnell, CEO of the HydraFacial Company, OrangeTwist is on a mission to bring the very latest in non-invasive body, face and skin treatments into the daily lives of consumers everywhere. OrangeTwist delivers highly personalized experiences that help customers look and feel their absolute best. Its highly curated menu will be available in an adjacent location connected to Sephora stores in San Diego and Los Angeles.

The Sephora retail concept is rooted in aesthetics, presenting its customers with the most unique product assortment, store design and customer services. Sephora was the first beauty retailer to employ the unique open-sell philosophy, allowing customers to shop a myriad of brands and encouraging them to try, test and play with everything from lip glosses to blushes, skincare to fragrance. Here’s what you can expect at Sephora’s new locations*:

• Each will offer endless beauty options including 13,300 products from more than 200 carefully curated brands, ranging from cosmetics and skincare to hair care and fragrance. Some notable brands include Fenty Beauty by Rhianna, Drunk Elephant, Maison Margiela, DryBar and Sephora Collection, Sephora’s own collection of makeup, skincare, tools and accessories.

• Beauty Services ranging from:

o Complimentary Makeup Minis at the Beauty Studio, a place for 20-minute one-on-one beauty sessions, from “Quick Lip” to “Lash & Dash” to “Find Your Foundation”

o Complimentary Skincare Minis (30 minutes each) at the Sephora Skincare Studio, such as “Mask Us Anything” to “Peel to Perfection”

o Makeup Deluxe, where customers learn tips and techniques to recreate a custom look in a private 60-minute makeup session with an expert artist. This is complimentary with a $50 purchase

o PERK Hydrating Facial, a 2-in-1 facial service that utilizes PERK technology to exfoliate, hydrate and nourish skin for instant, glowing results. This is complimentary with a $75 purchase

• Beauty Classes where customers can learn through hands-on, interactive group tutorials

• Digital Tools such as:

o Moisture Meter, an exclusive tool that accurately measures the amount of moisture in the skin

o IQ services include:

Skincare IQ: Searches Sephora’s entire range of skincare ingredients and formulas to recommend targeted matches for every skincare concern

Color IQ: One-of-a-kind technology that scans the surface of your skin and assigns it a Color IQ number, which reveals scientifically precise foundation, concealer, and lip recommendations

Fragrance IQ: Allows customers to identify which scents best suit their preferences. Complimentary fragrance engraving is available with purchase

o Sephora Virtual Artist during Beauty Classes, or on a mobile device, to virtually try on thousands of lipsticks, eyeshadows, blushes and lashes from third-party brands and/or its own Sephora Collection

o Digital Makeover Guide, which tracks all products used or recommended to customers and emails details to them for future reference

o Digital Skincare Guide, which sends the personalized skincare regimen customers receive after a skincare consultation directly to them for future reference

All of these services, and more, can be booked via Happening at Sephora online at, or on the Sephora mobile App. 

Customers are encouraged to join Sephora’s free loyalty program, Beauty Insider, to easily track and sign up for classes and services at their local Sephora store, where a Beauty Advisor can assist them. 

To learn more about Sephora, please visit To learn about the latest beauty news at Sephora, follow along @Sephora and #BeautyTogether

*Offerings may vary by location 

For more information, please contact: 
Emily Shapiro, DeVries Global | (212) 546-8637