From Likes Online to Lines Outside: How Influencers Turned Sephora’s Belfast Launch into a Cultural Moment
By Grace Poynton
From James Doyle and Eoin Reardon to Aoife O’Farrell and Lauren Whelan. There has never been a time when Irish creators and influencers have had such an impact on social media. However, these past few weeks have truly shown the power of beauty and wellness creators in the north.
On the 12th February 2026, the doors of Sephora’s first Irish store swung open, with the excitement spilling onto the streets of Belfast. It’s believed over 1,800 people flocked to Victoria Square, including a handful of local creators who livestreamed the spectacle in real time [1]. Stretching from the new store, clad in its signature stripes, past Frasers and Hollister, the queue acted as a visual reminder that in today’s world, a brand’s physical presence is as much of a social phenomenon as a shopping destination.
But why Belfast? While many had predicted Dublin to host the first physical store on the Island, expectations were subverted, as the often overlooked city of Belfast was chosen. Sarah Boyd, Sephora’s Managing Director for the UK, explained that the city was chosen because it hosts “a really strong and vibrant beauty community… but it is also relatively underserved” [2].
The influence of the buzz
Sephora’s preview before opening invited a roster of home-grown talent. Among this was Annalivia McGivern, Billykiss Azeez, and Kayleigh Trappe, all popular creators on TikTok and Instagram, who have a combined follower count and outreach in the millions. Additionally, health-focused influencers Ellen Watson and Beth McDaniel were in attendance. Their posts, ranging from short dance clips with staff to product teases, flooded local feeds, creating a feeling of anticipation that quickly spread throughout the crowd.
As the influencers posted and the buzz grew, it became clear it was not just digital noise; it had manifested into palpable excitement among the shoppers. A local teen, Iris, told BBC reporters, “I just kind of wanted to come and see everything because I’m really excited” [3]. Friends Aoife, Niamh, and Saoirse explained that they loved Sephora for “the range of everything they have” and that they always make a point of visiting the store when abroad [3]. These testimonials show a broader trend that Gen Z consumers seem to be increasingly looking towards social media for beauty advice and inspiration, trusting these influencers to curate recommendations. By aligning the launch with these popular, local creators who have secured this trust, Sephora ensured that the queue was not only filled with loyal fans of the brand, but also curious newcomers who were eager to experience the products they had only seen on a screen.
Economic ripple effect
Beyond the influencer and cultural buzz, the store opening created many economic benefits. The 2,550 sq ft store generated 50 new direct jobs, with additional indirect positions in supply-chain partners [3]. Additionally, Retail NI’s Roberts described the store as “a powerful endorsement of the strength and appeal of the centre as Belfast’s number one retail destination” [4]. The chamber’s Guinness echoed this, noting that the store will “bring prestige beauty to a new region and key retail destination” and that its presence will “quickly become a destination retailer” for both locals and visitors from across the island [5].
Influencer-Powered retail is now a local reality
Sephora’s debut in Belfast demonstrates how influencer culture can convert a traditional retail opening into a cultural event. By bringing in creators who resonate with the city’s youthful demographic, the brand turned what would have been a standard ribbon-cutting ceremony into a spectacle that filled Victoria Square with a queue worthy of national headlines. Influencers received fresh and exclusive content, while Belfast’s streets enjoyed a surge of foot traffic and media attention, giving this situation a quid pro quo benefit.
As retailers grapple with the challenge of a post-pandemic recovery, this opening acts as a blueprint by turning the store itself into an experience worth sharing both in person and online. If the queue through the heart of Belfast was any indication, they have figured out the formula, and the next beauty, fashion, or lifestyle brand looking to make a splash would be well advised to follow the same steps.
[1] McLaughlin, Sophie. ‘Sephora Belfast’s ‘Pure Beaut’ opening attracts 1800-person-long queue’. Belfast Live. February 12, 2026. https://www.belfastlive.co.uk/whats-on/shopping/gallery/sephora-belfasts-pure-beaut-opening-33414115
[2] Toner, Áine. ‘Sephora Belfast opens doors to beauty fans after hours-long queues at Victoria Square’. Belfast Telegraph. February 12, 2026. https://www.belfasttelegraph.co.uk/business/northern-ireland/sephora-belfast-opens-doors-to-beauty-fans-after-hours-long-queues-at-victoria-square/a/131288052.html
[3] Quinn, Claire and Fleck, Holly. ‘Sephora excitement as huge numbers queue for opening of first NI store’. BBC News NI. February 12, 2026. https://www.bbc.co.uk/news/articles/c9v0n3n7z3ro
[4] Black, Rebecca. ‘Beauty lovers and retail experts hail first Sephora store on the island of Ireland’. Echo Live. February 12, 2026. https://www.echolive.ie/nationalnews/arid-41792456.html
[5] ‘Sephora opens debut store in Northern Ireland as shoppers flock to Victoria Square’. The Industry Beauty. February 13, 2026. https://theindustry.beauty/sephora-opens-debut-store-in-northern-ireland-as-shoppers-flock-to-victoria-square/
