Hourglass has revealed its first direct-to-consumer (DTC) channel in Australia and New Zealand, followed by availability in Sephora stores across the region starting 26 February 2026.
The launch of hourglasscosmetics.com.au marks a milestone in the brand’s direct engagement with its Australian and New Zealand audience.
Through the 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.
This DTC expansion complements the Hourglass partnership with Sephora. Together, the two brands have delivered retail experiences, including Hourglass’ presence in Sephora flagships such as Paris Champs-Élysées.
“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 mark its direct-to-consumer debut in the region, Hourglass will offer 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 per cent welcome discount when signing up. Through mid-March, clients shopping online will receive a complimentary Hourglass mirror with purchases of $150 or more, and a sample with orders of $120.
Shipping will be available across Australia and New Zealand, with expedited delivery options available in metropolitan areas.
As part of this DTC debut, hourglasscosmetics.com.au will become the only destination globally to debut Unreal Liquid Highlighter.
To celebrate this expansion, Hourglass will host an Australian brand experience with an immersive pop-up at 14 Martin Place in Sydney from February 26 to March 1, 2026. The space will invite guests into the world of Hourglass artistry stations, and moments of discovery.
Visitors will experience personalised complexion consultations and shade matching, designed to demonstrate the brand’s approach to modern skin.
“Hourglass continues to redefine luxury through innovation, performance, and a strong relationship with our global community,” said Carisa Janes founder and chief creative officer of 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.”
Hourglass products were previously available in Mecca stores however, the brand recently announced its withdrawal from the retailer due to exclusivity limitations. This move allowed Hourglass to regain full control over its regional distribution and sell direct-to-consumer in the Australian and New Zealand markets as well as through its new Sephora partnership.
