Sephora UK is continuing to fuel its retail expansion across the UK with the announcement of its next store destination in the Birmingham Bullring, bringing its unparalleled shopping experience to the heart of the Midlands to the delight of beauty enthusiasts in the region.

Sephora UK’s regional expansion is growing fast after listening to the requests from its loyal social community. 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 – Birmingham Bullring is the latest exciting addition to the brand’s ever-growing bricks and mortar UK portfolio.

The success of Sephora UK 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. Delivering global and exclusive brands that are currently unavailable to purchase within the region, Sephora 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.

Customers can shop from an incredible selection of exciting brands available across makeup, travel, fragrance, skincare, haircare, grooming and wellness. Sephora prides itself on its exquisite curation of ground-breaking local and global brands that have disrupted the beauty industry through incredible innovation. Beauty enthusiasts can indulge in the artistry of Makeup by Mario, embrace the bold creations of GXVE by Gwen Stefani, express themselves with Haus Labs by Lady Gaga and jump on the TikTok trends with new brand on the block Topicals – all of which are exclusive to Sephora UK.

Plus, customers can get their hands on viral beauty products from the likes of Glossier, Rare Beauty, Kayali and Glow Recipe, along with the extensive and high-quality own brand Sephora Collection. From their range of bright coloured face masks to the best-selling Sephora Collection Size Up Mascara, customers can purchase from the brand’s wide and diverse collection across skincare, makeup, haircare, body care, and travel.

The latest beauty playground will also provide in-store beauty services for a truly immersive and transformative experience. From quick fire on the go treatments to a full hour complete ‘Glam Look’, Sephora’s incredibly talented team of Beauty Advisors will offer an array of bookable services across makeup, skincare, hair and brows. Elemis, Dermalogica and Seasonly will transform skin with their menu of facials, Benefit will bring its world-known brow expertise with its BrowBar services, and Dyson will dry style hair from beachy waves to full out bouncy curls.

Beauty lovers in the Midlands should also become familiar with Sephora UK’s new MySephora Loyalty Programme, which launched in July 2024. This new tier-points based loyalty program is designed to engage and reward Sephora UK’s devoted community base through benefits such as deluxe birthday gifts, upgraded delivery proposition, and early access to brand events and sales. Customers can also dial up their experience through the Sephora UK App, which will enable shoppers to be the first to find about brand new launches through early VIP access, learn new beauty tips and tricks through exclusive content and be rewarded through immersive and memorable shopping experiences.

For more information, visit: sephora.co.uk