Beauty fans in the UK eagerly anticipated the opening of Sephora’s newest store at the Bullring shopping center in Birmingham. Many people camped out overnight and queued for hours in the freezing cold just to be among the first inside the US beauty brand’s latest branch. Thousands of shoppers were excited to get their hands on exclusive beauty products that are not easily found elsewhere.
Among the eager customers was Abby Hawthorne, who expressed her excitement about the opening of the store, describing it as a “beauty theme park” that she had been waiting for a long time. She mentioned that people travel for miles to visit Sephora stores and now having one nearby is a dream come true. The first 500 guests were even presented with an exclusive goodie bag filled with top picks from brands like Glossier, Rare Beauty, and Fenty Beauty.
Sephora is well-known for offering a wide range of beauty products, including popular brands like Rihanna’s Fenty Beauty range and Lady Gaga’s Haus Labs. The opening of the Birmingham store marks the sixth location in the UK, taking over the space of the former Victoria’s Secret store. Content creator and make-up artist Alicia Land shared her excitement about the store’s opening, mentioning that Birmingham had long needed a Sephora due to its comprehensive range of beauty products.
The store opening was not only the main event for shoppers, but it was also celebrated with a VIP party attended by female football stars and social media influencers the night before. Sephora’s commitment to championing all forms of beauty and offering a unique selection of prestige beauty products was highlighted by a spokesperson, who emphasized the importance of celebrating individual beauty.
Overall, the opening of Sephora’s newest store in Birmingham was met with excitement and anticipation by beauty enthusiasts in the UK. The long queues and overnight campers highlighted the high demand for the brand’s exclusive products and welcoming environment. With a wide range of beauty products from popular brands, Sephora’s presence in Birmingham was seen as a significant milestone for both the brand and the beauty community in the UK.
