Hundreds of beauty fans queued up to welcome Sephora to Birmingham Bullring.

The much anticipated store opening from the US beauty brand is one of the biggest openings at the renowned shopping centre.

It’s taken over the space previously occupied by lingerie specialists Victoria’s Secret.

An official opening ceremony to welcome Sephora in Birmingham got underway at 9.30am with the first customers entering through the doors to the huge store packed with an exciting variety of brands at 10am.

The first 500 guests were presented with a wristband to get an exclusive goodie bag packed with Sephora’s top picks.

The Bullring issued an opening day guide which has been seen by almost 2,000 people on instagram.

The store’s public opening follows a VIP party the night before attended by hundreds of VIPs and influencers with entertainment from some top Brummie acts.

Who went to the Sephora launch party?

The stellar line up of guests included an abundance of footballers – Lily Agg, Lucy Quinn (Birmingham City and Republic of Ireland), Ebony Salmon (Birmingham City Women’s), Christie Murray (Birmingham City and Scotland National Team), Sohuyn Chon (Birmingham City Women’s), Missy Bo Kearns (Aston Villa Women), Maz Pacheco (Aston Villa Women) and Teigan McGowen (Birmingham City Women). 

Other attendees included Tik Tok sensation @lilmaz and award winning presenter, content creator and author – Lucy Edwards. Sephora President and CEO Guillaume Motte, Sephora Europe and Middle East President, Sylvie Moreau, and Managing Director of Sephora UK, Sarah Boyd were also in attendance with a speech from Boyd.

What’s so special about Sephora?

After the hugely successful North East double-store opening in September and the spring Manchester launch, Sephora UK is continuing to drive their physical retail offering by opening their first West Midlands Store in the Bullring. 

Deeply rooted in celebrating and paying homage to the vibrant, local community, Sephora UK worked with an incredible mix of Birmingham talent at the launch party, with live musical performances from local artists Dahlia Rae, the Girl Grind Collective and DJ SOULQU3ST as well drag performances by Black Peppa. 

The electric atmosphere was kept alive throughout the night by Drag MC Don One and viral Brum personality, Speaker Flex. 

The latest beauty playground from the retailer is the sixth store to open in the UK and is a true brand statement, revealing the biggest Sephora window facade in Europe. 

The success of Sephora UK is largely due to the brand’s commitment to retail innovation by creating unique and diverse retail experiences that the stores’ “beauty playgrounds” bring to customers, which are rooted in discovery, community, entertainment, and enchantment. Delivering global and exclusive brands that are currently unavailable to purchase within the region, Sephora aims to revolutionise the beauty offering within the Midlands by becoming a haven for beauty lovers seeking varied and inclusive curations, expert in-store guidance, a world-class beauty services offering, and a deep sense of community.