Beauty fans camped out overnight and thousands of shoppers queued ahead of the opening of Sephora’s newest UK store on Wednesday.
Excited customers queued for hours to be among the first inside the US beauty brand’s latest branch in one of Britain’s biggest shopping centres.
People started joining the line in the freezing cold in the early hours of the morning – despite the store in Birmingham’s Bullring not opening until 10am.
Thousands flocked to get their hands on the coveted and exclusive beauty buys, many of which are said to be hard to come by on the high street.
Among those queuing was Abby Hawthorne, 31, from West Bromwich, West Mids., who said: “There’s no place like it when it comes to beauty products.
“I have waited for this day for a long time and I will stand in line as long as it takes.
“It’s like a theme park of beauty and I’m so excited to go in there. People travel for miles to visit their stores and now we have one on the doorstep.”
The first 500 guests were given a wristband to receive an exclusive goodie bag filled with Sephora’s best picks like Glossier, Rare Beauty, Kayali and Glow Recipe.
The global beauty retailer also stocks products including Rihanna’s Fenty Beauty range and Lady Gaga’s Haus Labs.
The latest store from the retailer is the sixth store to open in the UK and has taken over the space previously occupied by Victoria’s Secret.
Content creator and make-up artist Alicia Land, from Bromsgrove, Worcs, told the BBC Birmingham had always needed a Sephora.
She said: “It’s got everything under one roof, all the best hair care, skin care, make-up, everything you can think of, it’s there.
“There is nothing else you can think of that he needs, because he has everything.
“Until it came to London, every time I went to a foreign country, I had to find a Sephora.
“It’s almost like therapy. Just looking around. You don’t even have to buy anything, just check out everything that’s new.”
The public opening of the store follows a VIP party the night before attended by female soccer stars and social media influencers.
A Sephora spokesperson said it believes “in a world that embraces all beauty — a world where each of us feels celebrated for who we are, not who others would like us to be.”
They added that they are committed to “offering the most unique and distinctive selection in prestige beauty.”
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Image Source : nypost.com