Sephora Bullring: Watch as hundreds line streets of Birmingham as US beauty brand opens its doors today

Sephora's grand opening at Bullring is under way and hundreds of excited customers flocked to get in the queue.

Entertainment including performers and hosts with in queue surprises are in hand - and the first 500 customers through the door with a wristband get a goodie bag.

People started joining the shoes in the early hours of the morning, with the store not opening until 10am.

The queueing started at Rotunda Square and once the mall opened, was escorted inside by security.

There are surprise performances, a DJ, in queue surprises and treats from friendly host.

More to follow.