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Heidi Yeung

The wait is almost over: Sephora is about to open at IFC Mall. If you’re a beauty and skincare junkie like me, this will be the highlight of 2019.
There are sceptics who feel this opening is unnecessary, citing Hong Kong’s abundance of beauty brands and the plethora of goodies available online.
Personally, it seems like those sceptics are disregarding the importance of diversity in the beauty industry, professionals trained to help you find the shades and products you need – a signature service of the Sephora shopping experience – and the pure joy of swatching and trying new products.
If you’ve never been to a Sephora before, or if it’s been a while, it can feel a little overwhelming. So here are five brands we’re extra thrilled to get our hands on when Sephora opens.

1. Fenty Beauty
Quite literally the brand that kicked off the movement to provide a wider range of foundation shades for a more diverse clientele, Fenty by Rihanna is coming to Hong Kong.
The facialist Kate Moss, Victoria Beckham and Sienna Miller use
When Fenty was launched in September 2017, it offered 40 foundation shades to cover all the bases. Whether you’re porcelain or ebony, there was a Fenty Pro Filt’r Soft Matte Longwear Foundation for you; the range has since expanded to 50 shades.
Since Fenty Beauty’s launch, other brands – chemist, high-end, and luxury alike – have been inspired to increase their own shade options.
Another reason to be excited about Fenty is its formula. Rihanna is well known for being meticulous with her products, and refusing to put out a new item before she’s certain it’s perfect and she’s personally in love with it. A native of Barbados in the Caribbean, Rihanna is familiar with a hot, tropical and humid climate, and created her products with that in mind. If there is a brand out there that can survive Hong Kong’s hot, tropical and humid climate, it’s Fenty.

Further, Rihanna’s ideal make-up look is velvety matte with strategic highlight placed on top. So her Killawatt highlighters are shining, shimmering and splendid, and have become cult favourites alongside Becca’s Shimmering Skin Perfector highlighters – which is no easy task!
2. Tarte
One of those brands many of us always pick up when we are in Bangkok or Singapore, Tarte will also be available at the IFC Sephora.
Tarte strikes the perfect balance between luxe and fun, and has quite a few cult products of its own, including its Shape Tape Contour Concealer, Amazonian Clay 12-Hour Blush, and Tartelette eyeshadow palettes.
One thing this brand does extremely well is group together shades and textures that are complementary, versatile and easy to apply in their palettes, and their formulas have amazing staying power. In other words, it’s perfect for jet-setters and those who are “go, go, go!” from dawn till dusk.




















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Say bye bye to post-holiday tired eyes! Take on the week with Bye Bye Under Eye Concealer! #itcosmetics
A post shared by IT Cosmetics (@itcosmetics) on Sep 3, 2019 at 7:53am PDT



3. IT Cosmetics
If you’re rather a minimalist, IT Cosmetics is right up your alley. The brand specialises in that “you, but better” vibe and that’s evident in the name of its start products: Bye Bye Under Eye concealer, and Your Skin But Better CC+ foundation are just a couple of examples.
For anyone who isn’t that into make-up or serving face all day, every day, IT Cosmetics is perfect because their products are easy to use, effective, and fairly foolproof.

4. Sunday Riley
Is this brand super expensive? Yes. Is it worth the price tag? Unfortunately … yes.
It’s rare for brands to be able to brag about a product that gives visible results overnight, and Sunday Riley can boast not only one, but two products that can claim that accolade. If you’re not going to spend your money on any other product from this brand, you must consider Good Genes serum, which is packed with skin resurfacing lactic acid, and Luna Sleeping Night Oil, which is full of retinol oil, a powerful anti-ageing ingredient, and blue tansy oil that soothes the skin.
Used in combination, these two products help fight signs of fatigue and dullness that Hong Kong’s hectic lifestyle inevitably leaves behind.

5. Drunk Elephant
Drunk Elephant is well loved for the high concentration of active and natural ingredients in its products, and their evident effectiveness.
Drunk Elephant serums are a great addition to your skincare regimen, and its SPF products are bound to be a favourite for their lightweight, non-greasy formula that makes your skin glow. Its Virgin Marula Luxury Facial Oil is full to the brim with powerful antioxidants, which help rejuvenate and restore the skin, and many users have not been able to pick up another marula oil again once they’ve tried the one from Drunk Elephant.


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Beauty store Sephora is opening in the IFC Mall in Central, offering a huge range of products and with professional staff to help customers
Here are five must-try brands that will be available in the store



Beauty store Sephora is opening in IFC Mall in Central, offering a huge range of products and with professional staff to help customers. Here are five must-try brands that will be available in the store.


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Retailing

Wellness

Sephora opening in Hong Kong: Rihanna’s Fenty Beauty and four other beauty brands to look out for

Beauty store Sephora is opening in the IFC Mall in Central, offering a huge range of products and with professional staff to help customers Here are five must-try brands that will be available in the store

Beauty store Sephora is opening in the IFC Mall in Central, offering a huge range of products and with professional staff to help customers

Here are five must-try brands that will be available in the store