Is this the real life, or have I fallen down a rabbit hole?

I'm so frazzled that I can't remember exactly the path I took to find this out, but it is absolutely incredible news. Almost two weeks ago, the Financial Review published an article about how Sephora in Australia would "disrupt the cosmetics market" (go and check it out here). While Australian Beauty Yodas may know this already, what Sephora plan to do is "matching US prices, rather than local prices, for brands new to the Australian market". This is definitely something to get excited about. Lower prices for cosmetics? Fantastic! Myer and David Jones, watch out!

However.

(There was always going to be a "however".)

Is it possible that this might be a little too good to be true? Everyone in Australia, Sydney especially, has been excited about Sephora opening up because of the availability of makeup from brands such as Urban Decay and Tarte, and the wider range of products from brand like Too Faced and Smashbox. That being said, let me reiterate these words: brands new to the Australian market.

Is Urban Decay new to the Australian market? Not really, I don't think. It will cost you quite a bit more than your American pals, but Urban Decay is available from Beauty Bay and MYQTY -- do these count as part of the Australian market? I can't lie, I don't know the fuzziest thing about economics and finance, but if they do count, I wouldn't expect to see a huge price drop for brands that I really want, if any. I'd almost definitely count out Too Faced and Smashbox, as you can already buy them from Kit Cosmetics or one of their related Mecca stores -- perhaps that's why Myer and David Jones say they're not worried.

I think it's great that Sephora are planning to price match, because this will make some items a lot cheaper -- but I will find myself surprised if I'm able to purchase an UD Naked palette for about $54 instead of $80 - $100.

What are your thoughts on Sephora's plans?

Sarah xo