Today, December 5th, marks the most iconic moment in Australia's beauty industry. SEPHORA AUSTRALIA HAS OPENED.
Before it opened, the queue took up a significant chunk of the Pitt Street Mall in Sydney.
No, really. The line was MASSIVE.
At the very start of the line was this dedicated group, who had camped out all night.
One row back, these determined ladies lined up from 4am.
The queue consisted of make-up artists, beauty bloggers and enthusiasts alike.
Some of the Sephora exclusive brands the crowd was excited about included Tarte and Marc Jacobs Beauty, as well as Sephora's own brand.
The most mentioned products in the line were Tarte's Amazonian Clay 12-Hour Blushes, and Marc Jacobs' nail polishes.
But nothing compared to the buzz around Kat Von D's make-up brand. Kat is currently in Australia for the launch of her brand with Sephora.
The first 300 people to purchase Kat Von D's products were given a wristband guaranteeing they would have the opportunity to meet Kat tomorrow during her public appearance.
This mother/daughter duo lined up all night for the opportunity to meet Kat Von D at her appearance tomorrow.
Almost everyone we spoke to in the line was hoping to get their hands on a Kat Von D tattoo eyeliner, although her lipsticks were also on the shopping list of many queuers.
Sephora staff were working hard to keep the crowd enthused, handing out mirrors and popcorn to customers and bystanders alike.
Also entertaining the crowd were a DJ and this majestic woman on stilts.
Eventually, the countdown clocked tick, tock, ticked away, and the megachain's first Australian store opened its doors to the public for the very first time.
Basically it was the most beautiful moment in Australia's beauty industry.
Time to celebrate!
