A few minutes before 10 a.m. this morning, set to a cheer of ” S-E-P-H-O-R-A!”, the newest store opened in the Residences at Eastern Market complex . Residents and workers from the area were treated to DJ music and the fact that we all got to be the first ones to try the testers. The store also handed out complimentary totes with any purchase over $35.
This newest Sephora is a smaller store than its local sisters in Georgetown and Penn Quarter. When I spoke to Renée Awkard, the Beauty Studio coordinator, she told me that this store is meant to be “more curated and more personable” than the other Sephoras. The staff seeks to work more closely with the neighborhood clientele and develop a more personalized experience. This experience will be mostly carried out through classes, which will start later in the month. (Eagerly awaiting the liquid eyeliner class, myself.) The product selection leans heavily toward Sephora’s top-selling products– Rihanna’s Fenty Beauty dominates the back island, closest to the makeover chairs. This is also one of the first stores to carry beloved/awesome brand Kiehl’s, which is more geared toward skin care than makeup.
There are eight makeover chairs at this Sephora, in addition to smaller bays to help you try products on. We predicts they’ll be very, very busy.
Judging by the steady stream of moms, office workers, nannies, teenagers and older women, Sephora is a welcome addition to the neighborhood for anyone who loves makeup.
Need your fix of beauty for luck on this Friday the 13? Sephora will be open until 9 p.m.
Need additional information? You can call 202-544-0202