Sephora UK has officially opened its newest store at Liverpool ONE, launching its eighth location nationwide and marking the brand’s first store opening of 2025. The 8,000 sq. ft. retail space on Paradise Street brings the global beauty retailer to the heart of Liverpool’s shopping district.
Excitement for the launch has been building since the announcement in autumn 2024. By 9am on opening day, close to 1,000 customers had queued to enter, reflecting Liverpool’s strong enthusiasm for the brand and its longstanding affinity for all things glamour and beauty. As they waited, shoppers were offered refreshments from Bean Coffee Roasters, Greggs, Wingstop, My Cookie Dough, and Cano Water.
The celebrations kicked off the previous evening with a high-energy VIP party, hosted by Liverpool’s own Danny Beard—fresh from Celebrity Big Brother and winner of RuPaul’s Drag Race UK Season Four—whose striking monochrome makeup echoed Sephora’s signature look. The event featured live performances including a lip-sync showdown from Naya Thorn and a vogue routine by local troupe House of Suarez, while DJ sets from Jade Edwards and Billie Clements kept the energy high and were livestreamed to fans.
The event was hosted by Liverpool’s very own Danny Beard, fresh off his stint from Celebrity Big Brother and winner of RuPaul’s Drag Race UK Season Four, whose iconic black and white makeup perfectly matched Sephora’s signature stripes.
That sense of celebration carried into the public opening the next morning, where Danny Beard returned to energise the crowd and welcome the first wave of customers. His appearance added a lively local flair to the already vibrant occasion, building on the energy of the launch night and ensuring a memorable welcome for Liverpool’s beauty community.
Photo Credit: Dave Benett
Photo Credit: Dave Benett
Inside, customers were introduced to Sephora’s wide-ranging brand offering, including exclusive “Only at Sephora” names such as Tower 28 and Merit Beauty, along with global favourites like Rare Beauty, Glossier, Fenty Beauty, VIEVE, Tatcha, Haus Labs by Lady Gaga, Huda Beauty, and Milk Makeup. The store also features a suite of redeemable services, further supported by the Sephora UK app for early access to launches and loyalty rewards.
The ribbon-cutting was led by Sephora UK’s Senior Leadership Team, including Managing Director Sarah Boyd, CFO Belinda Brown, Marketing and E-commerce Director Pauline Dolle Labbe, Retail Director Mahmoud Ersan, and Merchandising Director Jill Stutzbach.
This Liverpool opening is the first in a series of confirmed new locations for 2025, with stores in Sheffield Meadowhall, Manchester Arndale due this summer, followed by St David’s Cardiff in the autumn. These new additions build on Sephora’s UK rollout, which has included sites at Manchester Trafford, Birmingham Bullring, Newcastle Eldon Square, Newcastle Gateshead Metrocentre, and Kent Bluewater in 2024, as well as Westfield London and Westfield Stratford City in 2023.
Sephora UK’s continued expansion underscores its strategy of combining experiential retail, digital innovation and brand exclusivity, cementing its presence across key city centres.
