Today, Sephora celebrated the official opening of two highly anticipated North East stores at Eldon Square in Newcastle and Metrocentre in Gateshead. As the fourth and fifth additions to Sephora’s growing UK portfolio, these new beauty destinations have already made a significant impact, with thousands of eager customers queueing to be among the first to step inside the stores.
Before the official opening time of 9:13 AM—symbolically chosen to match the Friday, 13th September date—excitement filled both locations as customers arrived as early as 5 PM the previous day. Queuing shoppers at Metrocentre were treated to live music from DJ Azula Bandit, hosted by Ginger Johnson, while at Eldon Square, DJ Francesca Traxx and Choriza May kept the crowd’s spirits high. Guests at both locations were also treated to pastries from Greggs, a nod to its Newcastle roots.
The official ribbon-cutting ceremonies at both stores were preceded by a choreographed dance from Sephora’s Beauty Advisors, heightening the celebratory atmosphere. As a special Friday the 13th twist, lucky customers received product gifts and Sephora merchandise throughout the morning. The first 500 visitors were also gifted beauty goodie bags, adding to the festive atmosphere that extended through the weekend, with the first 100 customers each day receiving complimentary bags.
This grand opening follows the glamorous VIP launch party held at ABOVE rooftop bar in The Vermont Hotel, where local personalities, including Newcastle United Women players and MP Chi Onwurah, joined the festivities. The VIP event, attended by Sylvie Moreau, Sephora’s President of Europe and the Middle East, and Sarah Boyd, Managing Director of Sephora UK, set the tone for the weekend’s celebrations.
The new Sephora stores will offer beauty lovers the opportunity to explore global brands like Glossier, Makeup by Mario, Rare Beauty, and GXVE by Gwen Stefani. With Sephora’s signature “beauty playground” concept, visitors can expect immersive shopping experiences, personalised beauty consultations, and exclusive services like brow treatments by Benefit and express skin treatments from the Sephora Collection.
Sarah Boyd expressed her excitement: “The North East gave us the best Geordie welcome as we opened our doors in both the Metrocentre and Eldon Square. Opening two incredible stores at the same time is a bold step, reflecting the vibrant beauty community here. We’re grateful for the energy our customers and cast members brought today.”
With Sephora’s continued expansion in the UK, the North East openings mark a significant milestone in bringing the brand’s world-class beauty experiences to new regions. The stores in Eldon Square and Metrocentre are set to become must-visit destinations for beauty enthusiasts across the region.
