Sephora, the global beauty powerhouse, is set to make history in early 2026 by launching its first-ever flagship in Northern Ireland at Victoria Square Shopping Centre, Belfast. This anticipated milestone is part of Sephora’s accelerated international strategy, cementing the brand’s commitment to evolving beauty access and community in the UK while marking an inflection point for Northern Ireland’s retail scene.
Strategic Expansion: Why Northern Ireland Now?
Sarah Boyd, Managing Director for Sephora UK, described the move as a proud first for Sephora and for the UK—a first store in Northern Ireland in Belfast’s Victoria Square. We are truly committed to bringing our beauty playgrounds to all corners of the nation. Belfast is a city with important history and outstanding natural beauty, and we cannot wait to become part of the local community.
With Victoria Square chosen as the entry point, Sephora’s Belfast site is set to become a major regional flagship, delivering an international shopping destination experience that local beauty fans have long requested.
The Store Experience: Innovation, Exclusivity, and Inclusivity
The Victoria Square flagship will feature immersive retail, showcasing the full Sephora Collection range alongside global exclusives, including Haus Labs by Lady Gaga and Makeup by Mario. The design will include:
- Interactive makeup and skincare play bars
- A beauty lab for try-ons, consultations, and masterclasses
- Digital screens for virtual shade matching and personalized recommendations
- Dedicated event spaces for community pop-ups, influencer appearances, and seasonal launches
- Private areas for one-on-one beauty treatments and expert sessions
Launching in tandem with five new UK stores in 2025, Belfast’s Victoria Square location will be Sephora’s 13th UK store and a showcase for the company’s phygita (physical/digital) approach—blending personalization with excitement and inclusivity.
Community First: Local Impact and Beyond
Sephora’s entry into Northern Ireland is set to support local jobs, with new roles for beauty advisors, managers, and trainers. Community and local collaboration are core to Sephora’s ethos—pop-ups in partnership with Belfast-based wellness brands and non-profit workshops are already on the roadmap.
The launch comes amid a wider UK strategy targeting 20 Sephora UK doors by the end of 2026 and a pipeline of future locations from Manchester to Cardiff and a potential zone one London flagship. Sephora’s UK loyalty program, MySephora, has soared by 49% since the UK return, offering exclusive rewards, event access, and personalized content to British and Irish beauty shoppers.
Innovations and New Convenience: Digital and Delivery
Ahead of the Northern Ireland expansion, Sephora debuted a partnership with Uber Eats across the US and Canada in September 2025—allowing customers to have beauty, skincare, fragrance, and wellness products delivered within the hour. With a similar platform soon to be rolled out in the UK, customers in Belfast will soon join a global community enjoying premium beauty at their doorstep, further narrowing the omnichannel gap.
The Global Context: A Trailblazer in Beauty
Founded in France in 1969, Sephora has grown to over 35 markets with thousands of stores worldwide. The brand’s UK return in 2023 after an 18-year hiatus catalyzed a rapid expansion, with more than ten new locations and an influx of exclusive lines—Hailey Bieber’s Rhode, Fenty Beauty, and rising indie favorites. The Belfast store is described as the latest in our mission to bring the world’s most exciting brands to every community we serve.
What to Watch For in 2026
Sephora will celebrate its grand opening at Victoria Square Shopping Centre in Belfast, marking its 13th UK location out of a planned 20 nationwide. The new store will offer the full Sephora Collection alongside exclusive brands like Haus Labs and Makeup by Mario. Shoppers can expect Sephora to continue its commitment to local events, unique creative experiences, and accessible beauty throughout the year.
