Beauty retailer Sephora opened at Westgate in Jurong yesterday (Feb 1, 2018) to staggering crowds. Snaking queues formed from the night before the opening and just before the grand opening to the public at 12 noon, there was a live DJ station and even an exhilirating dance performance by a cheerleading squad complete with human pyramids, backflips and handstands. All to add to the already palpable hype.

The queues could be attributed to the fact that Sephora was giving away shopping vouchers, prizes and goodie bags to those in the queue. But also super exciting for any beauty enthusiast is the fact that the store is not what you would expect from its heartland location.

For starters, the store is sprawling. At 5,300 square feet, it is double the size of the previous store located at JEM, which was also in Jurong. It is also the third biggest Sephora store in Singapore after the ones at ION Orchard and Ngee Ann City.

It will house close to 130 beauty brands, bringing even the chi-chi offerings like Tom Ford Beauty and Hourglass Cosmetics outside of the Orchard Road district. Plus, Sephora Westgate will host dynamic animations, exclusive events, sneak previews, as well as VIP beauty events and skincare, makeup and fragrance workshops in the dedicated event spaces in store.

Beauty buffs, this is the beauty destination in the west. No need to travel to town, you can get the same shopping experience here. Now, when is a Sephora going to open another similar type and scale in the other heartlands of Singapore we ask?


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