Exact time Sephora will open new store at Birmingham's Bullring

The wait is finally over as we're only hours away from Sephora officially opening its doors at Birmingham's Bullring. The US beauty brand is taking over the former Victoria's Secret store on the upper mall of the Bullring.

The Bullring and Sephora are pulling out all the stops to celebrate the new opening - with free goodie bags, live entertainment and demonstrations in store. Hammerson, which owns the Bullring and Grand Central, had previously called Sephora their 'customer's most wanted brand'.

Customers will be able to shop from a selection of brands available across make-up, travel, fragrance, skincare, haircare, grooming and wellness. It will stock viral beauty products from the likes of Glossier, Rare Beauty, Kayali and Glow Recipe, as well as the extensive and high-quality own brand Sephora Collection.

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The store will also offer in-store beauty services for what they describe as a 'truly immersive and transformative experience'. From quick on-the-go treatments, to a full hour complete 'glam look', Sephora's team of beauty advisors will offer an array of bookable services across make-up, skincare, hair and brows.

But what is the exact time that the store will open? Well an official opening ceremony is due to get underway at 9.30am on Wednesday, November 13 - and we can expect the store to officially open to customers at around 10am.

READ MORE: First pictures inside Bullring Sephora as the beauty giant prepares to open in Birmingham

It's a big week for the Bullring this week as the centre gears up for not only the Sephora launch, but the reopening of the newly-upgraded branch of River Island and the new Zara clothes shop, set to take over the upper level of the former Debenhams.