In pictures: Beauty fans turn out in force for BPerfect Cosmetics relaunched megastore at Rushmere Shopping Centre

The launch unveiled Ireland’s first-ever AI-powered beauty hub, signalling the future of beauty retail.

Queues quickly formed outside, with customers treated to matcha and refreshments as they waited.

Inside, anticipation built right up until CEO Brendan McDowell cut the ribbon alongside Made By Mitchell founder Mitchell Halliday, Annalivia Hynds and Michelle Regazzoli Stone, before the doors opened and the crowd poured in.

Adding to the excitement, a professional engraver was on-site throughout the launch event, offering personalised engraving on selected makeup products for early guests.

Designed as a true next-generation beauty destination, the store marks the launch of the BPerfect Intelligence Hub - an AI-powered skin analysis experience delivering personalised product recommendations tailored to each customer’s skin type, tone and concerns, with expert guidance from the BPerfect team.

"This store represents everything we’ve been working toward,” said Brendan.

“We didn’t just want to reopen - we wanted to completely reimagine what the BPerfect experience could look like. Rushmere is the result of that vision, and we can’t wait for everyone to see what we’ve built here.”

The reimagined Megastore brings something for every kind of beauty lover - a Tan Studio experience featuring a personalised quiz to match customers with their perfect formula, a dedicated Skin Studio offering tailored Skin Fit facial treatments and expert skincare advice, and a Lip & Cheek Studio built for swatching, hands-on experimenting and finding your new obsession.

Across the space, futuristic visual merchandising and statement digital screens - a first for Irish retail - deliver full-scale impact, pushing the Megastore into a new digital-led era of beauty retail.

Alongside the full BPerfect Collections, the reimagined Megastore is home to some of the world’s most in-demand beauty names, including Made By Mitchell, P.Louise, and Nimya by NikkieTutorials, as well as an extensive Korean skincare destination featuring Medicube and other leading K-beauty innovators.