Calling all beauty addicts in Belgium: Sephora, the global leader in beauty products, announces its historic arrival on the Belgian market with the opening of two brand-new stores in the heart of the capital. Starting in June 2026, the French brand will set up shop along the canal, within the Docks Bruxsel shopping center, to unveil a 270-square-meter space featuring exclusive brands and personalized services. But the good news doesn’t stop there: starting in July 2026, a second store will open in the magnetic bustle of Rue Neuve, at City 2. A new must-visit beauty destination is about to take Brussels by storm!
Docks Bruxsel: the capital’s first Sephora arrives on the waterfront
Sephora, the global luxury beauty giant, has chosen the modern setting of Docks Bruxsel for its grand debut in Belgium. Perfectly situated at the crossroads of Laeken and Schaerbeek, the shopping center will become the setting for a brand-new space spanning over 270 m² next June . For Benoit Ponte, Director for France and Belgium, this opening marks a major milestone: offering Belgians a unique beauty experience, combining expertise and exclusive benefits, in a vibrant neighborhood of the capital.
Much more than just a store, this future space promises a total immersion in the brand’s world. Every visitor will be able to enjoy exceptional services such as the Beauty Hub and its personalized makeup sessions, or the Beauty Scan, an innovative technology that analyzes the needs of each skin type. Located between the canal banks and the nearby Royal Domain of Laeken, this first retail location aims to redefine the Brussels shopping landscape, blending elegance with expert advice.
K-Beauty and iconic brands: Rue Neuve’s new glamorous destination
Starting in July 2026,the authentic buzz of Rue Neuve will ramp up a notch with the opening of a second Sephora store within the City 2 shopping center, the true epicenter of Brussels retail. This new beauty mecca will feature a dizzying selection of over 90 carefully curated brands. From exclusive gems (Gisou, Rare Beauty) to viral brands (Sol de Janeiro) and luxury icons (Dior, Guerlain), the famous Sephora Collection will sit alongside the best of global trends and K-Beauty.
Visitors will be able to enjoy the same signature services as the first store (Beauty Hub, Beauty Scan) as well as an engraving workshop to personalize their bottles. New dedicated zones will offer a total immersion experience within “Hot on Social” for the viral products of the moment, “The Next Big Thing” to discover the industry’s future icons, and a “Korean Skincare” corner featuring the best of K-Beauty. It’s shaping up to be a lively summer in Brussels!
