New Sephora at Times Square Carries Three New Brands

At first blush, the new Sephora store in Times Square looks like just another store meant to catch the spillover clientèle.

This brand spanking new Sephora carries more surprises than you might think. Cliff Jia/The Epoch Times

NEW YORK—At first blush (pardon the pun), the new Sephora store in Times Square looks like just another store meant to catch the spillover clientèle from the older location—unless you go in for a stroll you won’t notice the things that make this store stand out.  

First, this location is the only one so far that allows you to try the new airbrush makeup system, Temptu. Just have a seat and let a representative show you the ropes. You can aim the airbrush at a sheet of paper or your own face. Airbrush makeup, long the industry staple in film and television, has recently begun to make it into the hands of ordinary women.

Temptu’s airbrush machine retails for $225 and is used with foundation and blush pods that snap onto the device. Sephora will have the official launch of Temptu in stores on Sept. 15, according to a representative. 

Second, while much-touted brand Illamasqua will not launch nationwide until early October, this store already has a fully stocked display.  

Inspired by Berlin in the 1920s, Illamasqua embraces the edgier side of makeup artistry. Their slogan, “Make up for your alter ego,” encourages women to be bold and imaginative with makeup. 

Lastly, UK-based YouTube beauty guru-cum-big timer Lauren Luke has her small line of five palettes displayed here.  

Lauren is better known by her YouTube moniker panacea81. She’s got 257,473 fans, who recognize her by her signature greeting, “Hia everyone!,” her frank, quirky personality, and thick accent. Though she had no formal beauty training when she was first courted by industry professionals, she has since brushed up on her basics.  

While all of these brands are available online, any cosmetics connoisseur knows the value of seeing the products in person.

The store sits in the building of 5 Times Square (on 42nd St. between 7th and 8th Ave.) not too far from the one at Broadway and 43rd St. It held its grand opening July 31.