Sephora is continuing its UK retail expansion with the announcement of its next store destination as the Bullring Shopping Centre in Birmingham, bringing the Sephora shopping experience to the Midlands in the winter of 2024.  

The brand will bring its unique beauty playgrounds to Birmingham, 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 and customers will be able to shop from exciting brands across makeup, travel, fragrance, skincare, hair care, grooming and wellness.  

Beauty enthusiasts can indulge in the artistry of Makeup by Mario, GXVE by Gwen Stefani and Haus Labs by Lady Gaga, as well as get their hands on viral beauty products from Glossier, Rare Beauty, Kayali and Glow Recipe.  

Customers will also be able to shop the own brand Sephora Collection across skincare, makeup, hair care, body care and travel. Fans can access favourites such as brightly coloured face masks and the best-selling Sephora Collection Size Up Mascara.  

The Bullring store will feature beauty services, from on-the-go treatments to a full hour complete ‘Glam Look’. Sephora’s 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 host its iconic BrowBar services and Dyson will dry style hair from beachy waves to full out bouncy curls. 

Sarah Boyd, Managing Director of Sephora UK, says: “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, and we are thrilled to announce that we will be welcoming Birmingham customers in the iconic Bullring location in winter 2024.”  

The announcement follows the successful opening of Sephora’s stores at Manchester’s Trafford Centre as well as at the Westfield London and Westfield Stratford Shopping Centres in London. Sephora is set to open two further stores in Newcastle at Eldon Square and Gateshead Metrocentre in autumn 2024.