Sephora East celebrated its official opening day yesterday at the brand’s second brick and mortar store at Westfield Stratford. 

Dedicated fans camped outside Westfield shopping centre the evening before in hopes of being the first inside the new store. The first ten customers sleeping outside received a complimentary Sephora-embroidered Slip pillow and eye mask.  

By opening time at 10am, thousands of Sephora fans had joined the queue, with the first 500 customers receiving a complimentary gift bag full of high value products.  

Sarah Boyd, Managing Director of Sephora UK, Sylvie Moreau, Sephora’s President of Europe and store director Kinga Halaszi cut the ribbon following the infamous celebratory choreography performed by a select group of experienced Sephora Beauty Advisors.  

Guests were also treated to live performances from East London talent including the House Gospel Choir, DJ Fancy Shews and grime artist ROXXXAN. 

Pauline Dolle-Labbe, Marketing & Ecommerce Director at Sephora, says: “The atmosphere and anticipation for today has been absolutely incredible. We have seen queues from beauty enthusiasts since 9pm the night before and this has continued throughout the day, which is a true testament to the UK’s growing appetite for Sephora. By 10am, we were hitting nearly 2000 eager customers. I can’t wait for them to see the store and all the incredible work from the team that has gone into London’s Sephora East opening.”  

Customers will be able to shop over 125 brands instore, including the Sephora Collection, and have access to the iconic Beauty Hub which will offer a range of unique beauty services provided by Sephora’s trained cast members.  

In celebration of the store’s opening, the first 100 customers to visit the Westfield Stratford store every day until Sunday 19th November will receive a complimentary goodie bag.