Back to Menu


Beauty in a box launch location and date confirmed!

November 02,2017 By

Redefining Beauty’s digital vending machine is at Melbourne Central Shopping Centre until the 5th of January!


Redefining Beauty ATM will be located right next to Liquorland on the lower ground level and will carry Sigma’s most popular brushes, several kits, and a selection of Sigma’s patented accessories. You can now get your hands on Sigma Beauty Brushes this Christmas at Melbourne Central Shopping Centre!

Beauty in a box, the future of retail. Redefining Beauty confirms launch of Beauty Vending machine with the highly sought after Sigma Brushes!

October 03,2017 By

Get your hands on Sigma Beauty Brushes with Redefining Beauty’s digital vending machine Coming to a store near you this Christmas!

Redefining Beauty, an online beauty store, will be launching Australia’s first Digital Vending Machine containing the highly sought after Sigma Beauty brushes in November. Sigma brushes, favourites of celebrities and YouTube stars, will be available at a yet to be disclosed shopping centre in Melbourne, reaching shoppers just in…

October Popup Store!

August 22,2015 By

Great News Beauty Lovers! We will be returning on Thursday the 15th of October, on Level 4, opposite Guess.
We will be there until Saturday the 24th of October.

Trading Hours:

Monday 9:30am – 6:00pm
Tuesday 9:30am – 6:00pm
Wednesday 9:30am – 6:00pm
Thursday 9:30am – 9:00pm
Friday 9:30am – 6:00pm
Saturday 9:00am – 6:00pm
Sunday 10:00am – 6:00pm

Christmas Popup Stall!

November 12,2014 By


Hi Beauty Lovers! We are excited to confirm that we will be having another pop up store in Parramatta Westfield Shopping Centre! So you now have an opportunity to get Sigma’s Award winning and innovative products before Christmas!

We will be at Parramatta Westfield from the 8th of December to the 21st with a large range of Sigma Beauty products as well as Velour Lashes!

Trading Hours

Monday Dec 8th 9:30am-6:00pm
Tuesday Dec 9th 9:30am-6:00pm
Wednesday Dec…

Parramatta Popup Stall

October 14,2014 By

Hi Beauty Lovers!

We are excited to confirm that we will be having a pop up store in Parramatta Westfield Shopping Centre this month, so anyone who missed out on getting Sigma Brushes at the IMATS you now have an opportunity to sample Sigma’s Award winning and innovative products.

Sigma Beauty’s new 3DHD Kabuki and Precision brushes will be available.

We will be there for four days to give you all a chance to…

Sigma Brushes Available in store Parramatta Sydney!

October 11,2014 By

Hi Beauty Lovers,

Exciting news! Redefining Beauty will have a popup stall in Westfield Parramatta Shopping Centre late October!

Sign up to get notified of exact dates and stall location click Here

Redefining Beauty is dedicated to providing Sigma’s Amazing products throughout Australia, we are planning to do more popup stalls leading up until Christmas!

Sephora announces Sydney store location

August 20,2014 By

Yes we are all counting our lucky stars in Sydney as the Makeup giant Sephora has finally seen the value in the Australian Beauty market, and has picked Sydney for the first location (that’s right, there will be more, possibly 25 more!).

While several reports have said that this shouldn’t start a price war, numerous reports has said that Sephora will be using the American prices and not adding the typical Aussie…

New Makeup Video Resource Available at Redefining Beauty!

April 02,2014 By

Redefining Beauty has launched a makeup video site that gives you access to our favourite Australian and International Makeup Artists.


Videos are organised by skin tone, local and overseas artists,check it out here:

More Info

– Why did you decide to create this resource centre?

Answer: YouTube has been a popular place to learn new techniques to apply makeup, but we saw a lack of organisation, we wanted to be able to keep…

Top Five Sigma Brushes and Products 2013

December 13,2013 By

As we come to the end of the year, it’s time to look back and reflect on all the accomplishments of the year, and it’s been a busy year for Redefining Beauty, keeping up with the constant stream of products launched by Sigma Beauty is not an easy task!

So without further ado here is Redefining Beauty’s top five 2013 Sigma Brushes and Products! (in no particular order)

Spa Glove

Sigma Beauty Brush GloveWhile there has been…

Natural Brushes vs Synthetic Brushes

November 10,2013 By

Sigma face makeup brush kitNatural hair brushes are made with hair from animals such as squirrel, weasel, goat and sable.  For this reason, they are generally more expensive than an equivalent synthetic brush, but form an important role in your brush kit.

Real hair has follicles, which means the brush will pick up your product and will hold it until you buff or press the product onto your skin.  Natural hair…

Newsletter Sign Up

  • Newsletter Sign Up

    Get in touch now, stay updated.

page loader