In late 2024, the CEO of beauty shop brand Sephora Guillaume Motte announced that the company wanted to open up 20 UK stores by the end of 2027. At that point there were only six Sephoras in Britain – the first having only opened in January 2023 – but less than one year after setting out that ambitious goal the American beauty giant has nearly doubled its UK presence, with an 11th shop ready to debut next month.
Welsh make-up artists will be happy to hear that Sephora, known for its extensive range of high-quality products and brands, is finally migrating west. Cardiff’s St David’s Centre is set to receive the first UK Sephora location outside of England.
The branch will open up on October 23, and anyone who visits on its first day of operation will be treated to a beauty bonus card which will give them the chance to win some fun prizes throughout the opening weekend.
Customers have been previously known to queue outside Sephora for hours, or even overnight, in order to claim one of a limited number of first-come-first-served goodie bags. A card system, which has only been trialled once before, aims to make things a bit fairer, and a lot less painful for those who were turning up at 4am. Now, you’ll have an equal chance to win some of that high-end beauty goodness no matter when you turn up.
An Oxford Sephora branch is also planned for the city’s Westgate shopping centre this autumn, although exact dates are yet to be revealed. This outpost would be the 12th Sephora location, putting the brand well on its way to achieving that 20-store goal within the next two years.
Sarah Boyd, managing director for Sephora UK, said that the makeup brand is excited to be moving into Wales, saying; ‘Opening our first UK store outside of England is a huge milestone for Sephora, and we’re incredibly excited to be coming to Cardiff.
‘We know the Welsh beauty community have been patiently waiting for us.’
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