TikTok and Instagram beauty influencer Yasmin Hussein said it was the range of products drawing customers back into brick and mortar shops.
“Birmingham needed a store like Space NK to come, it’s what was missing,” the 27-year-old from the city said.
“There’s loads of brands stocked at the store that everyone knows and loves and it came at the perfect time.”
Founded in 1991, Space NK first opened its doors in London’s Covent Garden in 1993. It stocks over 130 beauty brands and has more than 80 stores across the UK and Ireland.
Charlie Evans, head of retail for the chain, said the Birmingham opening was part of a big expansion over the last 12 months.
“Customers have been calling out – shouting out – to be in Birmingham and we’ve had some really big cities – but Birmingham is our most important,” she added.
The two-storey store will open at 10:00 BST, creating 40 new jobs.
The first 500 customers will receive a goody bag, as well as a Birmingham-themed challenge in the shape of a bucking broncho to take on.