SINGAPORE - Beauty emporium Sephora reopens on Friday (July 22) at its new location in basement 2 of Ion Orchard at 12pm. But some hardcore fans started queuing up last night to get first dibs on exclusive merchandise and vouchers ranging from $10 to $100 that the store is giving out to its first few hundred customers.

At 9am today, over 400 make-up fans were waiting in line to get into the flagship's new location. It used to be on level one of the mall.

First in line was Nanyang Polytechnic student Ye Swan Yi, 17, who started queuing at 9pm on Thursday.

"I've become interested in make-up recently and wanted the $100 voucher so that I can buy stuff to experiment with." He planned ahead and called the mall's concierge a few days prior to the opening to check if it was alright for him to queue overnight. He plans to buy foundation and mattifying powder from beauty label Cover FX with his voucher.

"I managed to get my school work done while waiting and I also get free stuff. It's a win-win situation really."

Mother-of-three Sally Wong, 43, started queuing at 7.30am with her 4-year-old son and a friend.

Mrs Wong, who spends about $150 a month on cosmetics, says: "I love make-up and I'm hoping to get some good deals and a voucher."

Among the anticipated launches at the new Sephora store: American label Kat Von D, founded by tattoo artist and TV personality Katherine von Drachenberg, and available for the first time in Singapore. It has its own store-in-store concept which will carry the brand's complete range, including bestsellers such as its Everlasting Liquid Lipstick ($31) and Tattoo Liner eyeliner ($32).

American label Urban Decay also launches its Vice collection of 100 lipsticks, which includes a multitude of colour choices from matte reds to sparkling bronze. Singapore is the first country in Asia to get the lipsticks, which cost $29 each.

Sephora Ion Orchard is located at B2-09-15 and is open from 10am to 10pm daily.