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.Selling cosmetics the Sephora way is an apparently winning formula even at a time when higher living costs are squeezing the disposable income of its predominantly female customer base. At its recent annual results, its owner, the French luxury goods empire LVMH, trumpeted the brand’s “exceptional performance” and “highly successful” return to the UK.Although beloved of beauty gurus – Guardian beauty columnist Sali Hughes says it’s her favourite global bea...
