Hourglass Cosmetics has announced its expansion into Australia and New Zealand, marking a new chapter in the brand’s global growth. As of February 17, 2026, Hourglass will launch its first direct-to-consumer (DTC) channel in Australia and New Zealand, followed by availability in Sephora across the region starting February 26, 2026.

Guided by a 100 per cent vegan and cruelty-free philosophy, the brand continues to set new standards with formulations such as Vanish Airbrush Concealer, Veil Hydrating Skin Tint, Illusion Luminous Glow Foundation SPF 30, Unlocked Instant Extensions Mascara, and Phantom Volumizing Glossy Balm. Hourglass made history with Red 0, the industry’s first vegan alternative to carmine, a landmark achievement that embodies its commitment to conscious, performance-driven beauty.

“Hourglass continues to redefine luxury through innovation, performance, and a strong relationship with our global community,” said Carisa Janes founder and chief creative officer Hourglass.

“Australia remains a highly engaged market for our brand, and this expansion allows us to elevate the Hourglass experience for our customers with deeper access to our artistry, design, and brand vision.”

The launch of hourglasscosmetics.com.au marks a milestone in the brand’s direct engagement with its Australian and New Zealand audience. Through this new direct-to-consumer platform, customers will experience Hourglass in a personalised digital environment offering exclusive product drops, early access to launches, fast-tracked delivery timing, limited-edition sets, and immersive online content that brings the brand’s creative vision to life.

“Hourglass is one of Sephora’s top-performing and most loved brands globally, with a strong and loyal following across our stores in the U.S., Canada, the U.K., Europe, the Middle East, China, and Southeast Asia,” said Priya Venkatesh, global chief merchandising officer, Sephora.

“We are thrilled to extend our partnership to Sephora Australia and introduce Hourglass to our Australian clients. Hourglass continues to deliver best-selling, industry-leading products, and we look forward to delighting our Australian customers with their iconic concealers, palettes, and future innovations.”

To celebrate its regional expansion, Hourglass will host its first-ever Australian brand experience with an immersive pop-up, taking place in Sydney from February 26 to March 1, 2026. Guests will be invited to discover the brand through personalized shade-matching, artistry-led masterclasses, exclusive product drops, and Hourglass innovations.

Ambient Lighting Edit: Charms

Hourglass will also introduce the Ambient Lighting Edit: Charms experience to Australia. This limited-edition, fine-jewelry–inspired experience allows clients to design their own personalized palette adorned with collectible charms.

During launch week, Sydney will become the third location globally to offer Charms – an experience previously exclusive to the Hourglass Global Flagship in New York City and Hourglass counter at Selfridges London.

Charms will be available at the World of Hourglass pop-up in Sydney from February 26 – March 1, and Sephora Pitt Street, Sydney from March 2 – 8, offering Australian consumers the opportunity to experience the palettes in-store.

Creative Partnership: Christopher Esber x Hourglass

Hourglass recently partnered with Christopher Esber as the official makeup partner for his Spring/Summer 2026 show at Paris Fashion Week. With artistry led by Filomena Natoli, the show featured beauty looks using Hourglass hero products that created the show’s signature ‘Silver Sunset Eye.’

“Our approach to marketing has always centered on connecting community and creating cultural impact through meaningful experiences we bring to each region,” said Brooke Blashill, chief marketing officer at Hourglass. “As we launch in Australia and New Zealand, we’re excited to continue this by supporting cutting-edge creatives like Christopher Esber. His forward-thinking approach to fashion design aligns beautifully with the world of Hourglass and we’re thrilled to have him as part of this launch moment.”

Hourglass will debut a special curated selection of Christopher Esber accessories, available exclusively to guests visiting the Hourglass pop-up in Sydney.  Guests will have the opportunity to explore and shop pieces compliment Hourglass’s ethos – marking the first time Esber’s accessories have been showcased within a beauty environment.

The Hourglass Complexion Destination At American Express

Hourglass and American Express have joined forces in an exclusive global partnership, bringing a travel curation of Hourglass products to Centurion Lounges and Card Member experiences around the world—including Sydney Kingsford Smith International Airport.

Through this collaboration, travellers can discover The Hourglass Complexion Capsule. Guests can receive the Complexion Capsule as a gift, created exclusively for Centurion Lounge visitors, offering an introduction to the brand’s complexion essentials as they journey through Sydney Kingsford Smith International Airport.

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