DOZENS of eager beauty lovers camped out overnight as hundreds queued for the chance to secure an exclusive goody bag at the grand opening of Sephora in Birmingham.

Videos shared on social media show people setting up camp with deck chairs and sleeping bags, making The Bullring shopping centre their home for the night.

People were seen bundled up on the floor with blankets and pillows outside of the H&M Home store, which is the other side of the Upper Mall to where the new beauty superstore will be.

@s_ozzy0 Number 259, glad to be here but also vvv sleep deprived someone send help x #sephora #sephoraopening #sephorabirmingham #sephoraopeningbirmingham ♬ original sound - ˗ˏˋ ★ ˎˊ˗

The first 500 people in the line for when the doors are opened would be able to score a goody bag bursting with “Sephora’s top picks.”

Sephora teased that products from brands such as Too Faced, Glow Recipe, Glossier, Sol De Janeiro and many more would be included in the bags, aptly branded with the iconic Birmingham bull on them.

Goody bag hopefuls turned out in their masses, with another video showing the queue leading out of the shopping centre and down the road, past Next and Blank Street Coffee.

@lifewithjkc Sephora Birmingham Opening Queue at 8:30 this morning 💋💄 @Sephora UK #sephorabirmingham #sephorauk #sephora #birmingham #birminghambullring #brummie #shopping #sephorashop #sephorastore #goodiebag #freebies #giftbag ♬ original sound - NickiMVerses - 𝑷𝑭𝑹 𝑹𝑬𝑪𝑶𝑹𝑫𝑺™

The US beauty giant, Sephora opened their newest UK store in Birmingham at 9.30am today, November 13, after months of anticipation from makeup lovers.

Today, the iconic black and white striped sign saying “we’re coming for your babs” will come down revealing the new storefront, which has taken over the site of the old Victoria’s Secret.

The brand has taken to social media to share the opening day plans, as well as tease a series of special events that will take place throughout the week.

Throughout the rest of the day, there will be a live DJ and several special performances from local performers and the store's own multi-talented Beauty Advisors to celebrate the grand opening.