Crowds camp overnight to be first inside Sephora’s flagship Australian store

Camping out in Sydney’s Pitt Street Mall is far from glamorous but more than one hundred people were willing to sacrifice comfort for cosmetics overnight to be first in line outside Sephora’s flagship Australian store. 

The French cosmetic giant, opening at midday today, promises to offer brands such as Marc Jacobs Beauty, Tarte, Skin Inc, Formula X and Sephora private label at American prices.

Sephora’s regional director of business, Libby Anderson said "we just want to be able to bring our cosmetics in, especially our exclusive brands, in at a price that the customer is used to paying overseas."

Other brands already available in Australia will also be stocked including L'Oreal, Lancome, Clinique, Estée Lauder, M.A.C and Clarins.

According to finance experts, people still spend money on cosmetics during tough financial times and Sephora plans to establish 20 stores across Australia by the end of next year.