Sephora has opened its second Studio, a 3,580 square-foot store in Hoboken, New Jersey. The store comes 10 months after the first Sephora Studio opened on Boston’s Newbury Street in July of last year.
The store features tech-enabled beauty discovery like the Virtual Artist tool, which lets users virtually try on different looks, and the Color IQ feature, which scans a customer’s face to find a foundation match.
But it’s not all tech — there are also beauty classes, a concierge advice service and services like facials. The company plans to open more Studios this year, including in Brooklyn, New York; Los Angeles; and Washington, D.C.