Yesterday we reported that national retailer Toms is opening a store and cafe off of Bedford Avenue. Turns out that an even chainier chain is opening up right around the corner. Sephora has made it official and unveiled signage indicating it’ll open a store at 241 Bedford, right next to the Apple Store, this fall.

Needless to say, they won’t be opening a tacky megastore like you’d find in Times Square. Much like Starbucks snuck onto N 7th and Bedford with its “Reserve” concept, Sephora will open a Sephora Studio, a smaller store offering “a more curated experience.”

In 2013, when Dunkin’ Donuts opened on Bedford, it registered a 6.3 on our Outrage-o-Meter. But here we are in 2018– when a Happy Socks outlet is also poised to open next to the Dr Martins on Bedford— and nobody has lamented that CB I Hate Perfume, the experimental Williamsburg perfumer that made a scent inspired by Alan Cumming, has moved to New Jersey while Sephora is making itself right at home in prime W’burg. All the opposite:

https://twitter.com/caseymcquillen/status/1026845627966205952?s=21

Actually, as you can see below, residents have been downright lobbying for a Sephora since as far back as 2011. Does nobody miss the time when beer burps from the Charleston was the only scent wafting onto Bedford Avenue?