BPerfect Cosmetics has reopened its megastore at Rushmere Shopping Centre in Craigavon, unveiling what it describes as Ireland’s first artificial intelligence-powered beauty hub.

Queues of customers formed outside the store before the opening. They were offered matcha and refreshments while they waited. Brendan McDowell, chief executive of BPerfect, cut the ribbon alongside Mitchell Halliday, founder of Made By Mitchell, Annalivia Hynds and Michelle Regazzoli Stone.

The reimagined store includes the BPerfect Intelligence Hub, which uses AI to analyse skin and generate personalised product recommendations based on skin type, tone and concerns. Staff are on hand to provide expert guidance alongside the digital experience.

The megastore also houses a Tan Studio where a quiz matches customers with a formula, a Skin Studio offering tailored facial treatments and skincare advice, and a Lip & Cheek Studio designed for hands-on product testing.

Futuristic visual merchandising and statement digital screens, which the company says are a first for Irish retail, are used throughout the space. The store stocks BPerfect’s own collections as well as brands including Made By Mitchell, P.Louise, Nimya by NikkieTutorials, and a range of Korean skincare products.

A professional engraver was on site during the launch to personalise selected makeup items for early guests.

Brendan McDowell said the store represented the culmination of the company’s efforts and a complete reimagining of the BPerfect shopping experience.