Belfast, January 14, 2026, 10:09 (GMT)
- Sephora UK will open its first store on the island of Ireland on Feb. 12, located in Belfast’s Victoria Square.
- Sephora UK’s new Belfast outlet marks its 13th store, aiming to hit 20 locations across the UK by the end of 2026.
- The owner of Victoria Square says the deal highlights strong demand for premium, experience-driven retail.
Sephora UK announced it will launch its first store on the island of Ireland in Belfast on Feb. 12. The beauty retailer confirmed the date after months of rumors surrounding a new location at Victoria Square. 1
The Belfast opening marks the chain’s debut physical store on the island, expanding its UK footprint into Northern Ireland. It arrives as Sephora UK begins mapping out its 2026 store plans, moving past its initial base in England and Wales.
Sephora UK confirmed the Belfast outlet will be its 13th store across the UK, aiming to expand to 20 by the close of 2026. The retailer plans to open its next location at Cabot Circus in Bristol later this spring.
The 2,550-square-foot store at Victoria Square Shopping Centre is being pitched as a “beauty playground” by the company. It will stock a blend of well-known brands and newer names that have gained traction online. Sephora UK confirmed the lineup includes Hailey Bieber’s Rhode, Lady Gaga’s Haus Labs, Makeup By Mario, Glossier, Rare Beauty, and Sol de Janeiro. 2
Sarah Boyd, managing director of Sephora UK, described the Belfast launch as “our first store in Northern Ireland” and emphasized the brand’s aim to expand “to all corners of the nation.” She added the retailer also seeks to embed itself within the local community. 3
Julie King, senior asset manager at Commerz Real, which owns Victoria Square, called Sephora’s opening a “milestone moment” for the centre. She saw it as a strong endorsement of the location, highlighting rising demand for “experiential” retail — stores focused as much on events and services as on products. 4
Sephora UK reported growing buzz since erecting a hoarding with its black-and-white branding at Victoria Square last year. The retailer has hyped the opening as an “iconic moment,” a phrase it’s applied to its recent UK store debuts.
They’ve promised a “grand opening” featuring local entertainment and specially curated queue activities. More info will come via their @sephoraUK social media channels. 5
The Belfast outlet is part of a rapid expansion after Sephora’s UK comeback with its inaugural store in 2023. In 2025 alone, Sephora UK announced openings at five locations: Liverpool, Sheffield, Manchester, Cardiff, and Oxford.
Sephora will face stiff competition for beauty budgets in Ireland and Northern Ireland from entrenched players like Boots and department stores with premium cosmetics counters. On the global stage, its main retail competitors are Ulta Beauty in the U.S. and Space NK in the U.K.
But expanding physical footprints isn’t without challenges. Foot traffic can fluctuate alongside consumer confidence, and the “viral” brands that attract crowds may be tough to keep stocked — especially when launch-day demand outpaces supply.
Sephora has been under the umbrella of French luxury giant LVMH since 1997, the group confirms. 6
