Content creator and make-up artist Alicia Land, from Bromsgrove, Worcestershire, said Birmingham had always needed a Sephora.

The 24-year-old, who has almost 200,000 followers on Instagram, said the store had the appeal of a tourist attraction because it was “like another world for beauty”.

Sephora had “so many brands” which were not yet available at other high street shops, she said.

“It has everything under one roof, all of the best haircare, skincare, make-up, everything you could possibly think of, it’s there. There’s nothing else you could think of that it needs, because it’s got everything.”

After years of waiting for its UK arrival, Ms Land said everything about the store was “exciting,” including the “iconic black-and-white bags”.

“Until it came to London, every time I went to foreign country, I’d have to find a Sephora,” she explained.

“It’s almost like therapy. Just having a look around. You don’t even have to buy anything but just look at everything that’s new.”