I would advise queuing early-ish. I got there about 1hr 15 before and wasn't too far from the front but some people must have been there a long time.
My best piece of advice is head straight up the stairs to the 2nd floor and do that first. It will be quieter and you'll save some time doing that floor a bit quicker (unless everyone has the same idea - but they mostly didn't today).
Try and make a list of where you want to target more than others to avoid disappointment as you won't get around every single stand. The queue for Obart took so long due to the nature of the game I wasted a good 10 mins in that before deciding it wasn't worth it at the expense of others.
Some brands have nice simple games where the line moves fast. Despite the queue for Glowery looking long it moves quickly and they give away the most out of any brand so I wouldn't skip that one.
Don't waste a lot of time queuing for Marc Jacobs. Whilst they gave the press pack and influencers full size blushes etc. we had a choice of pencil sharpener or key ring. 🙄😂
List below of all the brands in case you don't have them to hand. Hope you have a great time.
Phlur – Modern, skin-intimate fine fragrances.
Fugazzi – Bold, contemporary niche perfume house
Kayali – Layerable luxury fragrances by Huda Kattan.
New Notes – Contemporary experimental fine fragrance house.
The 7 Virtues – Aromatherapy-infused, fair-trade clean perfumes.
Yves Saint Laurent Beauty – Designer luxury makeup and fragrance
Makeup By Mario – Celebrity makeup artist Mario Dedivanovic's pro-level cosmetics.
Marc Jacobs Beauty – Statement-making prestige cosmetics.
Merit – Minimalist, streamlined everyday luxury makeup.
Natasha Denona – Professional high-pigment eyeshadow palettes and complexion formulas.
Obart – Innovative beauty and cosmetics brand.
Charlotte Tilbury – Iconic luxury makeup and glowing complexion products.
MAC Cosmetics – Global professional makeup staple.
Fenty Beauty / Fenty Skin – Rihanna's inclusive makeup and skincare lines.
Haus Labs – Lady Gaga's high-tech, skin-loving clean makeup brand.
Hourglass – Luxury cruelty-free makeup and ambient lighting powders.
Huda Beauty – High-impact trend makeup palettes, bases, and lip products.
One/Size – Patrick Starrr's high-performance, long-wear makeup line.
Rare Beauty – Selena Gomez's weightless, ultra-blendable makeup line.
Saie – Clean, dewy 'no-makeup' makeup essentials.
Sephora Collection – Sephora's own-brand makeup, skincare, and bath range.
Summer Fridays – Clean, jet-lag-approved nourishing skincare and lip balms.
Tatcha – Japanese-botanical luxury skincare.
Laneige – Hydrating Korean lip masks and skincare staples.
Manucurist – Eco-friendly plant-based nail care and green flash gels.
Medik8 – Science-backed anti-aging and Vitamin A skincare.
Aestura – Korean dermatological skincare brand focused on skin-barrier repair.
Anua – Popular Korean skincare brand known for its heartleaf soothing lines.
Byoma – Affordable, barrier-boosting skincare.
Commodity – Minimalist, scent-shifting niche fragrances.
Erborian – Korean-French hybrid skincare and BB/CC creams.
Glow Recipe – Fruit-powered, hydration-focused Korean-American skincare.
Glowery – Emerging clean skincare and wellness brand.
Goa Organics – Professional hair care and repair treatments.
Indu – Teen-focused clean beauty and skincare.
Inde Wild – Ayurvedic-inspired modern skincare and hair fragrance mists.
Kérastase – High-end luxury hair and scalp care.
Le Monde Gourmand – Accessible, sweet, and playful eau de parfums.
Lightinderm – Advanced LED and anti-aging skincare tech.
Olaplex – Patented bond-building hair repair treatments.
Ouai – Chic hair care and body lifestyle products by Jen Atkin.
Shiseido – Japanese heritage luxury skincare and sun care.
Sol de Janeiro – Brazilian-inspired body mists, body creams, and hair care.
Yepoda – K-beauty skincare formulated with natural ingredients.