Sephora's UK store opening
Beauty shoppers recently waited in long lines amidst cold weather at Birmingham’s Bullring shopping center for Sephora’s UK store opening. Known for its exclusive products, the US brand attracted thousands, some camping overnight to be first inside. Local Abby Hawthorne said, “There’s no place like it when it comes to beauty products. I’ve been waiting for this day for a long time and I’ll queue for however long it takes.
In this gallery, we explore the historic moment for Sephora and the reaction from customers.
Beauty theme park
Hawthorne said, “It’s like a beauty theme park and I’m really excited to get in there. People travel for miles to visit their stores and now we have one on the doorstep.”
Glossier and Fenty Beauty
Sephora opened its sixth UK store at Birmingham’s Bullring. Thousands queued, with the first 500 receiving wristbands for exclusive goodie bags featuring popular brands like Glossier and Fenty Beauty.
Under one roof
Content creator Alicia Land stated, “It has everything under one roof, all of the best haircare, skincare, make-up, everything you could possibly think of, it’s there.”
Shopping needs
Customers expressed excitement about the store’s wide range of beauty products, with many stating that Birmingham needed a Sephora to meet their shopping needs.
Foreign country
Land said, “There’s nothing else you could think of that it needs, because it’s got everything. Until it came to London, every time I went to foreign country, I’d have to find a Sephora.”
Attended by influencers and various female stars
The store’s opening followed a VIP event attended by influencers and various female stars.
Feels celebrated
A Sephora representative stated that the company believes “in a world that champions all beauty – a world where each one of us feels celebrated for who we are, not what others would like us to be.”