Sephora, the world-famous beauty retailer, has finally opened its doors in Liverpool, sending a wave of excitement across the city and the UK. The grand launch at Liverpool ONE in May 2025 drew huge crowds and marked a defining moment not only for beauty lovers but also for the city’s retail landscape.
A Grand Entrance: Celebrations and Queues
The much-anticipated Sephora store debuted officially on South John Street, Liverpool ONE, on 22 May 2025. The launch was a celebration unlike any other seen in the city centre. Hundreds of eager shoppers queued for hours, some arriving with sleeping bags the night before to guarantee a spot at the front when doors opened at 9am. The first 500 in line were rewarded with exclusive goody bags, adding to the festive mood.
Liverpool’s grand opening saw entertainment from notable local and national figures. RuPaul’s Drag Race UK winner Danny Beard led the countdown, while DJ Billie Clements kept the energy high throughout the event. Despite rain showers before opening, spirits stayed high as visitors received product samples, enjoyed live music, and took part in Sephora’s flair for showmanship. With nearly 1,000 shoppers turning up on opening day alone, the event highlighted the brand’s strong pull among UK consumers.
The Store: What Liverpool Can Expect
Liverpool ONE’s new Sephora spans 6,727 square feet—an expansive retail space previously occupied by Foot Locker. Shoppers will find over 135 top beauty brands under one roof, including viral favourites like Rare Beauty, Haus Labs by Lady Gaga, and Makeup by Mario. The store combines Sephora’s signature sleek design with areas devoted to hands-on experiences. There are sections for skincare, fragrance, and haircare, plus expert-led beauty consultations and in-store events.
Those new to Sephora’s approach will notice the brand’s emphasis on immersive shopping. Personalised advice, product demonstrations, and exclusive launches help create a dynamic in-store atmosphere that encourages customers to experiment and stay engaged. Sephora also rolled out its UK loyalty programme, ‘MySephora,’ offering points, gifts, and VIP experiences to encourage repeat visits.
Why Liverpool? Insights from Sephora’s Leadership
Sephora’s decision to invest in Liverpool reflects its bold UK expansion strategy. According to Sarah Boyd, Managing Director of Sephora UK, Liverpool was a central part of the company’s long-term plans due to “immense demand from fans in the city.” Liverpool’s vibrant retail sector and strong cultural identity were decisive in the brand’s choice, Boyd said, making it “the perfect location” for Sephora’s northwest flagship.
Guillaume Motte, Global President and CEO, has spoken about plans to open at least 20 Sephora stores across the UK by 2027. He sees the Liverpool store as a major step toward this goal. Motte characterises today’s British retail as “alive and really thriving” for brands offering fresh experiences, even amid economic uncertainty.
A Boost for Liverpool and the UK High Street
The arrival of Sephora in Liverpool represents not just a win for local shoppers but also a boost for the city’s wider retail sector. Liverpool ONE, situated in the heart of the city, continues to attract major international names, reinforcing its reputation as one of the UK’s leading shopping destinations. Crowds for recent launches including Uniqlo and the celebrations for Sephora’s arrival reflect both consumer enthusiasm and the resilience of physical retail in Britain.
Sephora’s entry has also heated up competition among established UK beauty retailers like Boots, Superdrug, and Space NK. In response, rivals are expanding their own offerings: Boots has rolled out new Boots Beauty halls, while Superdrug and Space NK have committed to opening more stores and improving their customer experiences. This competitive environment can only benefit consumers in Liverpool and across the UK with better choices and innovative shopping options.
Sephora’s UK Return: From Exit to Expansion
Sephora’s renewed UK presence is especially notable after its nearly two-decade-long hiatus. The brand initially entered the British market in 2000 but left five years later amid stiff competition and high rents. Its 2022 comeback—with a new strategic approach focusing on experiential retail and online integration—has been met with resounding success. Stores in London, Manchester, Newcastle, Birmingham, and now Liverpool have consistently drawn crowds, validating the brand’s renewed commitment.
Conclusion
Sephora’s Liverpool debut stands as a testament to the UK’s ongoing retail evolution. While many industries face challenges, beauty retail shows persistent growth, fuelled by social media trends and the desire for in-person discovery. Liverpool is now at the forefront of this movement, offering residents and tourists a state-of-the-art destination for the latest in global beauty.
As Sephora continues to expand, the UK beauty market looks set for further transformation. The company’s focus on immersive in-store experiences and customer engagement positions it as one of the most dynamic players in the sector. Liverpool shoppers can expect not just a store, but an ever-evolving hub for innovation, events, and unique beauty finds. In short, Sephora’s Liverpool opening is more than another retail launch—it’s a milestone for the UK’s high street and a bold sign of confidence in the city’s future as a home for global brands and local talent alike.