‘We kindly ask guests not to arrive before that time.’

17:56, 08 Jul 2026Updated 18:03, 08 Jul 2026

The store will be opening on Thursday(Image: Edinburgh Live )

Edinburgh Sephora bosses have warned customers not to queue for the grand opening of the highly anticipated Scottish store. With many excited for the first Scottish branch in the St James Quarter on Thursday, July 9, it’s to be expected that people will be preparing to camp out for hours before the opening in the hopes of getting the first look.

But Sephora has said there’s “no need” to queue before 8am because they don’t operate on a ‘first in line’ queue model. While many will be hoping that getting in line well in advance will give them the chance at some extra goodies, this isn’t the case.

Instead every shopper will receive equal opportunity to bag some freebies with an exclusive Sephora ‘Beauty Bonus Card’. Everyone who makes a purchase between Thursday, July 9 and Sunday, July 12 – or while stock lasts – will get a card and with that comes the chance to win prizes.

A Sephora spokesperson said: “We don’t operate a traditional ‘first in line’ queue model – instead we have a Sephora ‘Beauty Bonus Card’ mechanic that gives every shopper the chance to win prizes during opening weekend, with no need to queue before 8am.

“As part of the celebrations, anyone making a purchase between Thursday 9 July and Sunday 12 July (or while stocks last) will receive a Beauty Bonus Card, guaranteeing an instant and equal chance to win.

“Prizes include everything from goodie bags, Sephora merch or a complementary 30-minute makeup service to discount codes, lucky dips and more.”

As a result of this, Sephora is telling customers that they don’t need to be in line before the queue opens at 8am – and when it does there will be a controlled system with security and wellbeing officers in place.

They added: “The queue system will not open until 8am, so Sephora and St James Quarter ask that people do not arrive before then. When the queue does open, there will be a controlled system in place with security and wellbeing officers in place to answer any questions.

“Sephora UK’s store openings are known for creating culturally relevant retail moments that have become destination events. The St James Quarter, Edinburgh opening is no exception, combining local talent, curated customer experiences and entertainment to celebrate Sephora UK’s arrival in Scotland.”

The St James Centre has said they are expecting a busy opening weekend for Sephora but that there is ample opportunity for everyone to enjoy the opening over the course of the weekend. They have asked customers not to arrive before the queue opening time.

A spokesperson added: ““We’re delighted to welcome Sephora to St James Quarter. We know there’s a huge amount of excitement across the city, and we expect a busy opening weekend.

“There will be plenty of opportunities to enjoy Sephora’s arrival throughout the rest of the week and into the weekend, so there’s no need to arrive too early. The queue will open from 8am, and we kindly ask guests not to arrive before that time”