Beauty fans have been patiently waiting for American beauty retailer Sephora to return to the UK, after a 17-year hiatus.
While Brits have the likes of Boots, Harvey Nichols and Space NK for all their beauty needs, Sephora stock brands that aren't available elsewhere, leaving make-up lovers chomping at the bit to head down to the new UK store.
Sephora's new London destination opened yesterday, 8 March, located in Westfield mall in White City. The opening saw beauty fans flock to see the new premises and get their hands on some make-up and skincare favourites.
Alexandra Bullard, a reporter for MyLondon, had been waiting years for the moment she would be stepping into a Sephora beauty store in London for the very first time.
She'd last visited one of the stores in New York five years ago, so her return was a long time coming. Below, she details her experience of visiting the new London haunt.
I tried to ignore the siren calls as I really couldn't afford to buy any more makeup, but in the end I couldn't resist. On March 8th, I was going to be there at its grand opening.
The day finally came and it is a wet and wild Wednesday morning. Walking towards Westfield Shepherd's Bush, I can see every wall covered in Sephora posters and adverts. This only injects more excitement into my veins.
As I walk indoors I can see the first squads had mobilised. I arrived almost 45 minutes early, expecting to be one of the first customers through the doors. I didn’t quite realise what was to come.
I turn around a corner and see what can only be described as pure horror. Hundreds of shoppers as far as the eye can see. Immediately my mood changed and it was time to call for resources as I prepared for one of the longest waits of my life.
Now I have had my fair share of queue experiences. I once waited for almost 10 hours for a Christmas Ball ticket when I was at university. Outside. In the rain. At 2am.
Therefore I consider myself to be part-human, part Bear Grylls. The fact that I wouldn't have to be sitting on ice-cold concrete was comforting, however standing inside the equivalent of an internal oven didn't sound appealing.
Before joining the queue I ran to Pret and stocked up on rations of crisps, a Pret A Manger sandwich and a bottle of water. Realising I also own a fragile bladder, I race to the toilet. I am now well prepped for the trek ahead.
Within the first hour spirits were rather low. There was a sense of uneasy peace in the air and many people around me looked as though they were going to die of boredom. I thought to myself: is this really worth it?
Then some rescuers came. A pair of Sephora store assistants began giving free lollipops, which added some motivation. Half an hour after the store opened, we finally broke camp and started to move. The anticipation made me feel like a kid getting onto a roller coaster ride.
By hour two my legs ached. My shoulders squeaked as I carried my rucksack and I quickly fuel myself with some lunch to keep me going. At this point I have also made friends with a fellow shopper and this made the queue experience more bearable.
With the end in sight, we finally arrived when we hit the three hour mark. It was a magical moment for all. Walking into the store we are greeted with cheers from the store staff. This gives me an extra boost, even though both feet are screaming in pain.
The store was bigger and brighter than I imagined. The signature black and white colours plastered everywhere, with each section dedicated to different types of makeup and skincare. There was even a specialised brow bar and beauty hub which made me almost shriek in delight.
I soak it all in. Music pumping through the room as hordes of shoppers filled their baskets with the latest beauty weapons. It was like God created my very own playground and I never wanted to leave.
Leaving the store with my branded Sephora bag with my head held high, I walk past the queue. I noticed that it was drastically shorter than it was this morning. I could have easily turned up at 4pm and walked straight in. Pain shot through me.
That being said, I thought the queue was a good thing. I appreciate Sephora more and I feel like I have been part of a strange tradition that I can hold as a badge of honour.
The suffering isn’t just for the beauty products, it’s for the daftness of Britons who just love to queue. Sure, no normal person should wait for 3 hours for the pleasure of a makeup store, but it is all about the crazy experience.
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