Hundreds queue for Sephora's grand Auckland opening

Hundreds of people have queued for hours for Sephora's grand opening in Auckland on Saturday morning.

The beauty chain set off a storm of excitement for its reveal, with a queue of nearly 1000 people stretching for over two blocks through the CBD.

"WE CAME, WE SAW, WE CONTOURED," Sephora said in a Facebook post.

"#SephoraQueenSt is officially open and we are so excited to finally have a store in NZ. Our store closes at 6pm tonight, so come by to shop the best in beauty."

Some had been waiting in line since around 9pm on Friday for a chance to grab goodies. Sephora said the first 500 customers through its doors would get a free Zoeva Premiere Eyeshadow Palette.

Sephora ambassador Annalee Kemsley told Newshub she's never seen anything like this from the beauty community.

"We have a cult following of make-up lovers here in New Zealand so its a pretty big deal," she says.

"We've been waiting for a very long time for Sephora to hit our shores."