Sephora: ‘mothership of modern-day beauty industry’ revels in a retail makeover

Inside the Sephora showroom’s open-sell display. Photograph: Handout

With ropes to manage queues and a team of security guards stationed at the door, the vibe at Sephora in west London’s Westfield White City shopping mall is more nightclub than beauty hall.

But inside, rather than dancing and sipping drinks, women huddle around displays of eyeshadows, lipsticks and serums under signs promising the “next big thing” and “hot on social media”. Amid a cornucopia of 135 of the most sought-after cosmetics brands in the TikToksphere, two women are prostrate, towels over eyes, mid-facial at the “face glow” bar.