‘The awesome Welsh beauty community have made it loud and clear that they have been waiting for us’, the brand has said
You might have heard whispers on social media of Sephora opening its doors in Cardiff and it has now been confirmed that the rumours are true. Sephora UK has announced the opening of its first store outside of England, bringing its world-renowned beauty experience to St David’s centre later this year.
While no exact date has been revealed WalesOnline has been told exclusively that the brand will be opening in the autumn. Since opening its first UK store at Westfield White City in London Sephora has seen strong demand from customers across the country. Now the beauty giant is hitting a major milestone with the announcement of its first store in Wales on the site of the former Victoria’s Secret store.
Sephora entered the UK market in 2022 and has quickly grown to seven stores nationwide. From superstar gigs to cosy pubs find out What’s On in Wales by signing up to our newsletter here.
After the success of its two London stores in 2023 the brand expanded into Northern England.
Shoppers can already explore Sephora’s curated beauty range in Newcastle’s Eldon Square, Gateshead’s Metrocentre, Manchester’s Trafford Centre, Birmingham Bullring, and Kent’s Bluewater. Liverpool ONE is also set to open on May 22.
Later this summer new stores will also launch at Sheffield’s Meadowhall and Manchester’s Arndale Centre continuing the brand’s steady UK expansion.
Discussing the expansion into Cardiff Sephora UK’s MD Sarah Boyd said: “Opening our first UK store outside of England is a huge milestone for Sephora and we’re incredibly excited to be coming to Cardiff.
“The awesome Welsh beauty community have made it loud and clear that they have been waiting for us and we are very pleased to be able to deliver one of our beautiful flagship stores to them in St David’s, Dewi Saint.
“This store is a direct response to the passion and creativity of the Welsh beauty consumer who we are looking forward to getting to know better.
“We know our customers aren’t just looking for products – they’re seeking inspiration, expertise, and spaces that reflect their individuality and values.
“This opening marks more than a new store – it’s a celebration of our commitment to creating inclusive experiences with more access to the brands shoppers adore and the services they need to feel empowered in their beauty journeys in all corners of the UK.
“We’re so excited to finally bring Sephora to Wales.”
Helen Morgan, centre director of St David’s Cardiff, added: “Sephora has been a hotly-anticipated brand and we’re excited to officially confirm its arrival at St David’s later this year.
“We know there’s going to be a lot of love for Sephora as it opens its first Welsh store and joins our great line-up of brands and we can’t wait for opening day. ”
Customers will be able to shop an exciting range of Only at Sephora brands, including favourites like Makeup by Mario, Haus Labs by Lady Gaga, and Topicals.
Recently added to the lineup are Tower 28, a go-to for sensitive skin, and Merit Beauty, the minimalist brand that made its exclusive UK retail debut with Sephora this spring.
Shoppers can also discover some of the most in-demand names in beauty such as Glossier, Rare Beauty, Tatcha, Kayali, and Glow Recipe alongside Sephora’s own in-house line Sephora Collection.
How do you feel about the latest big brand to join the Cardiff shopping scene? Let us know your thoughts in the comments below.