The wait is almost over as the first Sephora storefront in Athens is set to open its doors on Aug. 18, according to the location’s website.
Situated between the new REI Co-op and The Fresh Market, this Sephora comes as the latest addition in a slew of new shops to the Beechwood shopping center.
Previously, those looking to get a refill on their favorite Sephora products were forced to drive 40 miles away, as the closest location to Athens was located in Buford at the Mall of Georgia. While there is a Sephora counter in the Kohl’s at the Epps Bridge, it does not offer the store’s full range of products, leaving many residents stuck ordering online or making the trek to Buford.
“Until recently, there's been a huge vacuum in the market for mid- to high-end beauty products in Athens, especially considering the high demand that a college town has,” said Julia O’Neal, Rouge Magazine beauty editor and makeup artist.
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As the news of the Sephora’s grand opening spreads, the Athens beauty community continues to buzz with excitement.
“As a MUA [makeup artist] for several organizations on campus, I've seen just what makeup can do for people. I've seen it be a creative outlet, a confidence booster, a source of gender euphoria, and an inspiration. Opening a store like Sephora so close to campus is a big step towards makeup being taken more seriously,” said O’Neal.
Beginning in the 1970s as a perfumery in France, Sephora is now one of the world’s leading beauty and cosmetic retailers, offering high-scale products in makeup, skincare, haircare, and fragrance.
Sephora Beechwood will offer Sephora’s full range of in-store products as well as various beauty services such as lessons and treatments. Members of the free Beauty Insider rewards program will also be eligible to pick up their free birthday gift in-person when the month rolls around.
This location will come as new competition to Ulta Beauty, one of the only other large-scale, national beauty retailers in Athens. Although both beauty giants, Sephora contends a wider selection of luxe products as well as exclusive sales of certain brands such as KVD Beauty.
Details surrounding the grand opening have yet to be announced, but residents can subscribe to the Beechwood Athens newsletter to stay up to date on the event and promotions.
This article originally appeared on Augusta Chronicle: Sephora to open Athens store in Beechwood