Hourglass Cosmetics Makes Major Move into Australian Market
If you are familiar with the world of makeup, you undoubtedly know about Hourglass Cosmetics. This American brand has built a formidable reputation with viral sensations such as the Vanish Airbrush Concealer, which sells one unit every six seconds globally, and the Vanish Airbrush Primer, a favourite among makeup artists for creating dewy, radiant looks, especially for weddings. For over a decade, since 2010, Hourglass has been exclusively available in Australia through MECCA, cultivating a loyal and devoted following that eagerly anticipates new releases as if they were major album drops.
Rapid Expansion Across Australia
That exclusive arrangement is now changing. February marks a period of rapid expansion for Hourglass in Australia, with two significant launches. The brand's direct-to-consumer platform went live on February 17, allowing customers to purchase directly from Hourglass. This was quickly followed by the launch at Sephora Australia on February 26, dramatically increasing accessibility for Australian beauty enthusiasts.
To celebrate this expansion, Hourglass is hosting its first-ever Australian consumer experience in Sydney. From 12pm on Thursday, February 26, through to 3pm on Sunday, March 1, the brand is running an immersive pop-up event in Martin Place, Sydney. Conceived as a physical expression of Hourglass's design-led philosophy, the space is styled to resemble a New York apartment. It invites guests into the world of Hourglass through sculptural interiors, elevated artistry stations, and curated moments of discovery.
Exclusive Products and Experiences
Visitors over the four days will enjoy personalised shade matching, artistry-led techniques, and exclusive product drops. They will also be the first in the world to experience the newest launch: the Unreal Liquid Highlighter, which is currently only available in Australia and New Zealand. A standout feature is the introduction of the Ambient Lighting Edit: Charms to Australia for the first time. This limited-edition, fine-jewellery-inspired experience allows clients to design their own personalised palette adorned with collectible charms. During launch week, Sydney becomes only the third location globally to offer Charms, following the Hourglass Global Flagship in New York City and the Hourglass counter at Selfridges London.
Top Hourglass Products to Add to Your Cart
For those looking to shop from Hourglass Cosmetics and join the hype, here are some must-have products:
- Veil Hydrating Skin Tint, $86: Billed as the "perfect semi-sheer skin tint," this complexion enhancer is ideal for days when you prefer a lightweight look. It is fresh and hydrating, can be applied with just your fingers, evens out skin tone, and blurs imperfections without appearing heavy or cakey. Enriched with skin-loving ingredients like hyaluronic acid and squalane, it delivers a dewy, natural glow.
- Vanish Airbrush Concealer, $66: No Hourglass round-up is complete without this concealer. Selling one every six seconds worldwide, it is a cult favourite for good reason. It combines dense pigment with a lightweight, undetectable finish that does not crease or separate, lifting and luminating areas without caking or settling into fine lines. Application tips from the pop-up include using one dot on the inner corner of the eye and a smaller dot in the middle for seamless blending.
- Veil Mineral Primer, $101: For many, this product started their love affair with Hourglass. The Veil Mineral Primer has a luxurious, velvety texture that blurs the appearance of pores and fine lines. It controls shine, keeps makeup in place throughout the day, and improves overall complexion, ensuring foundation looks flawless.
- Ambient Lighting Blush, $84: Despite a trend towards cream blushes, Hourglass's powder Ambient Lighting Blush delivers a pretty flush with an ethereal, glowing, and luminous effect. The texture melts seamlessly into the skin upon application and is remarkably long-lasting.
- Ambient Lighting Palette, $128: Another staple, these palettes feature a finely-milled formula that manipulates light for a soft, diffused finish. With three different volumes suitable for various skin tones, the powders are buildable, long-lasting, and help blur imperfections, even out skin tone, and add warmth and definition.
Digital Accessibility and Launch Incentives
For beauty fans outside Sydney, the launch of Hourglass Cosmetics AU offers a personalised digital shopping experience. Alongside availability at Sephora, to mark its direct-to-consumer debut, Hourglass is offering complimentary standard shipping across Australia and New Zealand for the first month, with no minimum spend required. Customers will also receive a one-time 10 percent welcome discount upon signing up, reinforcing the brand's commitment to accessibility during the launch period.
Through mid-March, online shoppers will receive a complimentary Hourglass mirror with purchases of $150 AUD or more, and a deluxe sample with orders of $120 AUD or more. These incentives are designed to reward early adopters and introduce new customers to the full breadth of the Hourglass portfolio, making this expansion a significant moment for the Australian beauty market.
