Sephora Birmingham arrived in style on Wednesday, 13 November, with a Bullring launch takeover that included DJs, live music, dance routines and style advice for thousands of eager fans, some of whom had queued overnight.
The official ribbon cutting took place at 10am, when the vast curtain dropped to reveal the stylish new store.
The first 500 guests in the queue were given exclusive goodie bags packed with Sephora’s top picks.
The live music and performance continued throughout launch day with dhol drummers, dancers and Sephora stylists keeping the party going.