Construction has begun on a multimillion-dollar redevelopment of the Myer Sydney Beauty Hall, with the department store retailer set to create one of the largest beauty destinations in Australia once the project is complete.
This comes as the beauty category is booming over the last year, with the category accounting for 22 per cent of Myer's department store sales in FY25, which totalled $3.3 billion. Meanwhile, every clothing category – including kids, womenswear and menswear – recorded a decline.
The Sydney redevelopment will see beauty take over the entire ground floor of the Sydney store, tripling the space currently dedicated to the category, while expanding onto the mezzanine level with a new wellness zone for hair, bath and wellness products.
Combined, the two levels will cover almost 4,500 square metres of retail and service space.
Designed by Greater Group, the new beauty hall draws on Sydney's coastline and cityscape for its aesthetic, and will be split into distinct zones across both floors.
The ground floor will house makeup, fragrance and skincare, along with dedicated gifting and "beauty to go" areas and an expanded suite of in-store services. The mezzanine wellness zone has been designed as a more intimate retreat.
Once finished at the end of the year, the space will offer more than 200 services across 11 private treatment rooms, two semi-private skin studios, a beauty play bar and an on-floor masterclass area. Services will span facials, skin diagnostics, makeup application, wellness treatments, and eyebrow and lash work, alongside nail treatments paired with cocktails and champagne at Soak, clinical skin services from The Skin Bar, and express treatments from Shark Beauty. A blow-dry bar partner is yet to be announced.
The redeveloped store will also become home to more than 18 new brands launching at Myer this year, including La Mer and L'Artisan Parfumeur.
Myer executive chair Olivia Wirth described the project as one of the most significant steps in the retailer's transformation strategy.
"Beauty has always been a cornerstone of Myer, and the redevelopment of the Myer Sydney Beauty Hall is our commitment to taking that to a new level," Wirth said. "We know our customers want more than a transaction - they want to discover, to be inspired, and to indulge in an in-store experience that feels truly special."
Myer said the approach taken in Sydney would progressively roll out across its store network nationally.