Welsh teens and tweens are undoubtedly rejoicing at the news beauty behemoth, Sephora UK, will open its first flagship store outside England, launching in Cardiff, Wales, later this year.

“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”

Sarah Boyd, Managing Director, Sephora UK

“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,” commented Boyd.

Sephora has been rapidly expanding its presence in the UK with several stores nationwide, including two London locations alongside Newcastle’s Eldon Square, Gateshead Metrocentre, Manchester Trafford Centre and Birmingham Bullring.

Speaking at the National Federation’s Big Show in New York earlier this year, Sephora’s VP of Social Media and Influencer Marketing, Brent Mitchell, explained how Gen Z and Gen Alpha, or ‘Gen Zalpha’ as they are collectively referred to, are redefining how brands engage with their customer audiences.

Mitchell explained the importance of creating authentic social media communities to engage this tech-savvy and authenticity-obsessed audience using Sephora’s influencer programme, the Sephora Squad, as an example of the importance of prioritising micro-influencers who resonate with niche audiences.

“16,000-plus people applied, making it harder to get into the squad than Harvard,” Mitchell noted. 

With an innate understanding of the importance of integrating digital and physical experiences for its shoppers, Sephora has been an earlier adopter of cross-channel innovation. In 2024, it partnered with Fenty Beauty to launch a immersive four-week experience on Roblox. Users designed their own Gloss Bomb lip gloss, with the winning design produced and sold in Sephora stores and online – highlighting how digital platforms enable brands to engage a global audience.

“The digital space is democratised and allows access regardless of location,” Claire’s Vice President of Global Marketing, Meghan Hurley observed, speaking alongside Mitchell at the NRF session.