The beauty landscape on the island of Ireland has undergone a significant transformation with the grand opening of Sephora’s first store in Belfast’s Victoria Square. This marks not only the retailer’s debut in Northern Ireland but also its first new store in the UK for 2026, signalling a fresh investment in the region’s retail sector. Hundreds of eager shoppers formed queues in anticipation for the 1pm opening on Thursday, underscoring the excitement surrounding this new venture.
A New Beauty Destination
Spanning an impressive 2,550 square feet, the Belfast store has been heralded as a “beauty playground,” offering a variety of makeup services alongside an extensive product range. The store is set to feature several viral beauty brands that will be available exclusively at Sephora for the first time in Ireland. Notable names include Hailey Bieber’s rhode, Lady Gaga’s Haus Labs, and popular lines such as Makeup By Mario, Merit Beauty, INNBeauty Project, and Tower 28.
Sephora UK’s commitment to Belfast is just the beginning, as plans for additional locations unfold. The next store is slated to open in Bristol in the coming spring, hinting at an ambitious expansion strategy across the UK.
Retail Leaders Weigh In
Glyn Roberts, Chief Executive of Retail NI, expressed enthusiasm for the new store, describing it as a “destination retailer” that will draw shoppers to Northern Ireland’s capital. He emphasised the positive implications for local businesses, stating, “All the traders in the city centre are going to benefit from the extra footfall that this store is going to generate.” His remarks reflect a broader optimism in the retail community, particularly after a series of closures that have dominated headlines in recent years.
Clare Guinness, Chief Executive of the Belfast Chamber of Commerce, also celebrated the store’s arrival, noting its significance over Dublin’s potential claim. “It’s terrific to have Sephora in Belfast, we’re so delighted to welcome them,” she said, highlighting the cross-generational appeal of the brand. Her comments reveal a keen understanding of the retail market’s demographic dynamics, suggesting that Sephora will resonate with a diverse customer base, from teenagers to middle-aged shoppers.
A Vision Realised
Sarah Boyd, Managing Director of Sephora UK, shared insights into the lengthy process leading up to the store’s opening, which took two and a half years of planning and development. Boyd highlighted the enthusiasm expressed by potential customers during the site selection process, indicating a robust community of beauty aficionados eager for access to the brand. “Belfast was one of the places that really early in the process came up as somewhere that we had so much response from people saying, ‘please come to Belfast,’” she noted.
The success of this inaugural store could pave the way for further expansions within the island, with Boyd indicating that should the response be overwhelmingly positive, Sephora would consider additional locations. This adaptability signals a keen awareness of market demand and the potential for growth in the beauty retail sector in Ireland.
Why it Matters
The opening of Sephora in Belfast is not merely a retail event; it represents a broader revitalisation of shopping culture in Northern Ireland. As the first Sephora on the island, it embodies a growing confidence in the local market and indicates a strategic pivot towards meeting consumer demands in under-served regions. This move not only boosts the local economy through job creation and increased foot traffic but also enhances Belfast’s reputation as a burgeoning destination for global brands. The implications for both the retail landscape and the community are profound, suggesting a bright future for commerce in Northern Ireland as it navigates post-pandemic recovery and adapts to evolving consumer preferences.
