Sephora UK is continuing with its beauty retail expansion across the UK opening a new store in the Birmingham Bullring this winter.

It comes on the heels of Sephora UK’s “extremely successful” store opening in Manchester’s Trafford Centre, and the announcement of two new stores opening in the North East (Newcastle’s Metrocentre and Eldon Square). 

Sephora said its ongoing successful rollout “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”.

While delivering global and exclusive brands currently unavailable to purchase within the Midlands region, its impending Birmingham arrival “is set to revolutionise the beauty offering within the Bullring 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”.

Sarah Boyd, Managing Director, Sephora UK, added: ”We’ve once again harnessed the power of listening to our customers to shape our expansion plans around the UK, and the appetite that our beauty community in Birmingham made was profoundly powerful. 

“The demand we have seen on social media and customer enquiries, particularly on the back of the Manchester opening and Newcastle announcements has been phenomenal.”

Offering a wide selection of brands across make-up, travel, fragrance, skincare, haircare, grooming and wellness, and includes exclusive to Sephora Makeup by Mario, GXVE by Gwen Stefani, Haus Labs by Lady Gaga and TikTok-trending new brand Topicals. It will also feature viral beauty products from Glossier, Rare Beauty, Kayali and Glow Recipe, alongside own brand Sephora Collection.