George Tsoukalas named General Manager of Sephora Australia & New Zealand
With 27 years of industry experience across luxury, beauty, and retail sectors, Tsoukalas brings the extensive leadership background necessary to drive Sephora’s strategic ambitions in this dynamic region.
ASIA – Sephora has named retail veteran George Tsoukalas as General Manager for its Australia and New Zealand (ANZ) business, marking a significant leadership move for the prestige beauty retailer as it continues to strengthen its presence across the region.
Tsoukalas officially commenced the role in February 2026, bringing more than 25 years of experience spanning prestige beauty, luxury retail, fashion, and travel retail.
His appointment signals Sephora’s continued focus on growth, innovation, and deepening relationships with brand partners across Australia and New Zealand, succeeding Mark O’Keefe who resigned in February 2026 to pursue a new opportunity in the beauty sector.
Prior to joining Sephora, Tsoukalas served as Managing Director of Heinemann Oceania, where he led the travel retail business across Australia and New Zealand for six-and-a-half years, progressing through a series of senior leadership roles spanning sales, operations, category management, marketing, and executive leadership before being appointed Managing Director in 2022.
In a notable beauty industry leadership reshuffle, Tsoukalas has been succeeded by Rosi Fernandez at Heinemann Oceania, who has joined as Managing Director following a distinguished 30-year career with La Prairie.
Tsoukalas’ extensive career has also included senior roles with Nude by Nature, Cue Clothing Co, Scentre Group, Elizabeth Arden, L’Oréal, and LVMH Perfumes & Cosmetics, giving him comprehensive experience across brand management, retail operations, sales, and commercial strategy.
Beyond his professional commitments, he also serves on the NSW Advisory Board of the Starlight Children’s Foundation Australia, demonstrating his dedication to community engagement.
His appointment comes as Sephora prepares to unveil new brands and initiatives across the second half of the year while continuing to invest in its store network, brand partnerships, and customer experience.
Operating more than 30 stores across Australia and New Zealand since launching in Australia in 2014, Sephora is focused on strengthening its presence and reaffirming its position as the world’s leading global prestige beauty retailer.
“The future is bright for Sephora Australia and New Zealand,” said Tsoukalas.
“As we move towards the second half of the year, we will be unveiling new brands and exciting initiatives, but equally important is doubling down on the fundamentals, our people, our brand partners, and our community of beauty fans.”
With deep expertise across prestige beauty, retail, and travel retail, Tsoukalas is well-positioned to lead Sephora ANZ through its next phase of growth as competition intensifies across the premium beauty market, particularly significant given that Australian beauty brands are seeing exponential growth in 2026.
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