Founded in 2004 and acquired by Unilever in 2017, Hourglass is available in over 32 countries today.
The brand will officially launch across Sephora ANZ stores, online, and via the Sephora app on February 26, joining major makeup brands like Rare Beauty, Haus Labs, FENTY BEAUTY, and Makeup By Mario as exclusive brand partners with Sephora in Australia.
“We are thrilled to begin Hourglass’ next chapter in ANZ with Sephora. From the beginning, our philosophy has centred on purpose-driven, high-performance products that elevate everyday beauty rituals.
“We’re excited to share our vision in Australia in partnership with Sephora, whose strategic collaboration has supported our successful retail growth across key markets,” said Carisa Janes, founder and president of Hourglass.
This move solidifies Sephora’s standing as its primary global retailer, expanding the partner markets beyond existing markets across the globe. It also marks Hourglass’s departure from long-term retail partner Mecca.
For more than a decade, its products were available only through Mecca in Australia. The relationship was strained by a lawsuit in 2020, where Mecca successfully challenged Hourglass for direct online sales into ANZ during the pandemic, which breached their exclusive distribution agreement.
For the upcoming Sephora ANZ launch, the brand’s complexion collection, including the best-selling Vanish Airbrush Concealer, Illusion Luminous Glow Foundation SPF 30, and Veil Hydrating Skin Tint, is set to be spotlighted.
As part of its marketing activities, pop-up experiences will be introduced for local consumers.
For instance, the Sephora store on Pitt Street in Sydney will be the third location globally — alongside Hourglass flagship in New York and Selfridges London — to offer the Ambient Lighting Edit: Charms collection, a limited-edition customisable charm palette inspired by fine jewellery, from March 2 to 8.
Sephora strengthens prestige beauty offerings
With this new collaboration, Hourglass has become an “Only at Sephora” partner.
According to Sephora, the brand’s decision underscores Sephora’s growing momentum and strengthening position within the ANZ prestige beauty market.
“Hourglass is one of Sephora’s top-performing and most loved brands globally, with a strong and loyal following across our stores in the US, Canada, the UK, Europe, the Middle East, China, and South East Asia.
“The launch of Hourglass in Sephora Australia marks an important milestone in our global partnership, allowing us to scale our collaboration and create even stronger, more impactful global messages.
“As Hourglass continues to deliver best-selling, industry-leading products, we look forward to delighting our Australian customers with their iconic concealers, palettes, and future innovations,” said Priya Venkatesh, Global Chief Merchandising Officer at Sephora.
