Sydney’s trendy Crown Street in Surry Hills provided the ideal locale to launch a new Napoleon Perdis location and celebrate the brand’s illustrious history as a whole. Napoleon was there to cut the proverbial ribbon on his brand new beauty store and officially pay tribute to the brand’s impressive 25 years as a dominant facet in the beauty industry.

The store was opened in a party-like event last week, with special guests including Krissy Marsh and Nicole O’Neil from the Real Housewives of Sydney and celebrity Richard Reid. A feature was the giant cake shaped like a very big version of the best-selling Auto-Pilot Pre-Foundation Skin Primer (Napoleon did coin the phrase ‘not to prime, is a crime’ after all) while there was focus paid to ‘the icons’ – a selection of iconic products that have helped the brand reach international success. Think their Auto Pilot Hydrating Milk Cleanser, The One Concealer, the DeVine Goddess Lipstick Collection, the Ultimate Contour Palette, Sheer Genius Liquid Foundation and more.

Napoleon Perdis and family

The store will emulate the brand’s penchant for luxury beauty, with its trendy location, chic design and premium product offering. It will also be one of the first to fully express Napoleon’s support for gender and marriage equality and diversity – following his viral speech at the Prix de marie claire Awards.

Richard Reid“In a world dominated by digital and social media, there’s nothing more important than rediscovering community, neighbourhood and the value of connection,” Napoleon said. “For me this Crown St precinct represents the energy and diversity of Oxford St Paddington where I opened my first store in 1995.”

The Perdis family

Join us in saying happy birthday – and salivating over that makeup-themed cake!

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Images by Wendell Teodoro