Sephora excitement as huge numbers queue for opening of first NI store

As Gen Z would put it, the opening of Northern Ireland's first Sephora store ate.

More than 1,000 keen shoppers locked in as they queued to get into the beauty retailer's new store in Belfast, its 13th in the UK but first on the island of Ireland, which opened on Thursday.

The new 2,550 sq ft shop in Victoria Square has created 50 jobs as well as further indirect jobs through suppliers.

For those from all over the island who queued for hours to grab a new product and slay, it was an exciting day.

Iris and Elsie, from Bangor, County Down, were at the very top of the queue to get into the new store.

"We just kind of wanted to come and see everything because we were really excited," Iris said.

She added that she was born in New York and she used to go to Sephora "all the time".

Elsie said she wanted to check out the new store as "when I'm on holiday I normally go, and I like make-up and skincare a lot".

Lily-Rose, 12, from Armagh visited the store with her mum Leanne because "it is the first one".

She said she "really wanted" to come because she has only been to Sephora once before and she wanted to get a bronzer.

Aoife, Niamh and Saoirse travelled from Cushendall, County Antrim, to take a peep at the new store as part of Saoirse's birthday celebrations.

Aoife said they like Sephora because of "the range of everything they have".

"We went to it whenever we were in Portugal, anywhere we have had the opportunity to go to Sephora we went, we've ordered online," she added.

"So it is great to have it here so we can call in".

The birthday girl, Saoirse, said she likes "everything" about the store, as her and her sister are obsessed with skincare.

Shazeya, who is from across the Irish border in County Cavan but studies at Queens' University Belfast, said it was "quite exciting".

"I would be an avid Sephora shopper and I usually have to go abroad to like London or to Dubai if I wanted to buy Sephora."

Gillian, from Bangor, and her daughter brought chairs to ensure a more comfortable wait - she said she's treating her daughter due to good results in recent exams.

They queued from before 07:00 BST, adding that they are happy that they brought their chairs.

Sephora is a global beauty retailer which has over 2,700 stores in 35 countries worldwide.

It was founded in France in 1970 by Dominique Mandonnaud, and has an expanding base of over 500 stores across the Americas along with its online presence.

The first US store opened in New York's SoHo neighbourhood in 1998.

It is owned by LVMH Moët Hennessy Louis Vuitton which is a luxury goods group.

The store has a range of products from popular brands and Sephora's own collection.

Content creator, Kayleigh Trappe and her mum Angela Trappe, travelled from just over the border in Monaghan.

Kayleigh said it is great to see products from Irish brand owners being stocked in the store.

"It is nice to know that it [Sephora] is now on our doorstep, and it is just good to show that Ireland has been recognised and it's not been left behind," she added.

Angela said she likes the "variety" of shopping in-store as opposed to online, with Kayleigh adding that it is good to get an expert opinion.

Jade Foley, a content creator from Cork in the Republic of Ireland, said people will travel in order to see the product in person before they buy.

"I am not somebody that can go into every shop and get my skin tone.

"So, for me, I never buy foundation online, I never buy concealer online, unless I already know my shade," she said.

"And sometimes shade matchers online are just not it."

Social media creator, Luca McKibben, visited with his mum Liguori, who got a full makeover.

"I am just totally amazed... whenever we were young you went into Woolworths and that's where you bought your makeup," Liguori said.

Luca said Sephora is such a "destination store" so having one in Belfast is "absolutely fantastic".

Speaking to BBC News NI, Sarah Boyd, managing director of Sephora UK and Ireland, spoke about the decision to open the new store in Belfast.

Boyd said Belfast is an underserved city but is has a thriving beauty industry with an "incredibly vibrant" beauty community.

She added that the all-island element of the store will hopefully lean into destination shopping and tourism.