The launch drew hundreds of shoppers who braved the chilly early hours to be first through the doors when they opened at 9am on Wednesday, November 27.

To mark the opening, the first 500 customers received goody bags filled with beauty products.

Videos on TikTok captured the overnight buzz, with some customers camping out in blankets and sipping coffee to secure their spot in line.

By the time the store officially opened, more than 1,000 people had gathered.

The Bluewater store is Sephora’s seventh in the UK and the first in the south east, offering 4,593 square feet of beauty products from cult brands like Rare Beauty, Glossier, and Tarte, alongside the Sephora Collection

@sophsplussizewardrobe As they said the early bird catches the worm. We woke up at 3am to succure our space! Can’t wait to see what’s in the goodie bag. #sephora #bluewater #sephoraopeninguk #sephoraopening #shoppingaddict #HolidayGlam #meetmeatsephorabluewater ♬ original sound – kardashianicon

Entertainment kicked off at 7am, with music from DJ Jack Mudd and refreshments from Pret a Manger and Jimmy’s Iced Coffee.

Drag King MC Don One hosted the event, keeping crowds entertained ahead of the official 9am ribbon-cutting.

The Sephora Bluewater store promises a curated selection of local and international beauty brands, including TikTok favourites and exclusives.

Shoppers who missed the opening day celebrations can still enjoy giveaways and surprises throughout the weekend.

@susane_adi Irs open!! @Sephora UK #sephora #bluewater #1st500 #goodiebag #makeup ♬ original sound – susane_ADI

James Waugh, Centre Director at Bluewater, commented: “We are thrilled to officially welcome Sephora to Bluewater today.

“Since announcing the brand’s arrival in August, the anticipation from our guests has been incredible to witness, and the number of shoppers we have seen already today really demonstrates the excitement here.

“The store’s opening couldn’t come at a better time, aligning perfectly with Black Friday and Christmas shopping season, alongside a flurry of other incredible brands opening their first Kent-based stores here at Bluewater.”

Sarah Boyd, Managing Director, Sephora UK said: “Bluewater marks our seventh store opening in the UK, and like the rollout of our other stores, the grand opening response from our shoppers has been a real testament to the growing community of passionate beauty customers that continue to drive our success in market.

“ I’ve loved witnessing the enthusiasm and appetite from the crowds coming into our store this morning, especially on the heels of the busiest shopping weekend of the year, and it is certainly a wonderful way to celebrate our last store opening of the year.”