Sephora's location in Hong Kong. Photo: Sephora.hk

China's biggest shopping city is about to lose its beauty mecca, Sephora.

Today's WWD reports that the Hong Kong location wil shut its doors at the end of this month. Last week, the LVMH-owned company invited shoppers "to use up their VIP points in a 70 percent-off clearance sale."

This does not, however, make any statement about Sephora's presence in China and Asia overall. According to a spokesperson for the company, "To be sure, this decision does not put into question Sephora's development strategy in Asia, and more particularly in China, where the brand knows tremendous success in Shanghai and Peking, as well as in the provincial towns."

In fact, WWD confirms that Sephora plans to open its 100th store in Mainland China by the end of 2010.