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THE BRAND'S UK MANAGING DIRECTOR SAID THERE WAS A "RUSH" OF PEOPLE ASKING THE SAME THING OVER AND OVER AGAIN 13:39, 21 May 2025Updated 13:39, 21 May 2025 Sephora will open its
Liverpool ONE store to the public tomorrow morning after months of anticipation from beauty lovers. On Thursday, May 22, the renowned beauty brand will welcome customers through the doors
of its first-ever Merseyside site. On the day, guests can expect live entertainment, exclusive giveaways and a “celebration like no other". The ECHO visited the store this morning to
get an exclusive first look inside and to show shoppers what they can expect from the site. Speaking to the ECHO at the store, Sephora UK's MD Sarah Boyd explained why Liverpool was
chosen as the next UK city to receive a store location. She said: "First and foremost from a fashion-forward and a beauty-forward perspective, Liverpool is one of the most import cities
in the UK. "So when we first came [to the UK] two and a half years ago and started looking at where we wanted to open stores, Liverpool was one of the very first cities that we came to
look around. The level of excitement, not just from Liverpool ONE but from the community at large has just been incredible." Sarah also explained when the brand first launched in the
UK with a London store, Scousers took to social media to all ask the same question. She said: "When we first opened our first store in London in 2023 we immediately had this huge rush
of social media with people asking 'when are you coming to Liverpool? When are you coming to Manchester? When are you coming to Birmingham?' Article continues below "Liverpool
was one of the cities that was most vocal about wanting it. At the same time we were hearing all this great stuff about the community being very beauty-first, very focused on the getting
ready culture - so for us we always knew we wanted to have a very big store here. "Then it was just a question of time to find the right location. Liverpool ONE have absolutely
delivered with this site, it's incredible." The UK MD also offered an insight into what Sephora fans can expect if they're planning on joining the queue to be among the first
500 people to enter the store tomorrow morning, Thursday, May 22, which will entitle them to an incredible goody bag full of products. She said: "For the first weekend we have quite a
large network of entertainment - we have goody bags tomorrow morning for the first 500 people in the queue, and for the first 150 people on both Friday and Saturday. We had to calm the
entertainment down for Sunday because there is so much going on in Liverpool this weekend! "We have some fantastic local buskers who are coming in to entertain the crowds tomorrow
because we want to celebrate local individuals. Music has been very central to it all, because we know how important it is to the city and we feel that music and beauty have quite a nice
complimentary nature to them. "We have Danny Beard coming to entertain the crowds tomorrow morning. We will have lots of food and drink provided - Greggs have turned up to supply, we
have Cano Water, we have a cookie dough company and all sorts of other people. There will be all sorts of queue entertainment and sampling." Sephora has confirmed the first 500
customers through the door on Thursday, May 22 will receive one of the coveted goody bags. Liverpool ONE has said queueing will not be permitted any earlier than 10pm today - Wednesday May
21. If you queue and need to use the facilities onsite or grab a bite to eat, a ticket system will be in place to allow you to re-enter the queue. At 7am on Thursday, May 22, Sephora will
present the first 500 queue members with fabric wristbands. If you do not have a fabric wristband given by Sephora, you will not be able to claim a goody bag. Sephora goodie bags can contain
a variety of beauty products, including skincare, haircare, makeup, and fragrances. The ones previously handed out for the opening of the brand's Trafford Centre store included brands
like Tatcha, Dyson, Byoma, CAUDALIE, Dr Jart+, Grown Alchemist, Floral Street, and more. These bags often include both full-size and travel-size products, and can be worth a significant
amount - especially when they include Dyson and Jo Malone samples. Those under 16 will not be permitted to queue without being accompanied by an adult. Article continues below The new store
occupies a 6,727-square-foot space formerly occupied by the shoe and sportswear brand Footlocker on South John Street. Sephora’s team of beauty advisors will be on hand to offer customers
an array of bookable services across make-up, skincare, hair, and brows.