A highly-anticipated cosmetics store has opened its doors to the people of Swindon at the Designer Outlet.

Rituals, a cosmetics and beauty store that offers sustainable and personal wellbeing products opened at 10am on Thursday, February 8, next to Tommy Hilfiger.

Two customers complimented the layout of the store and explained that they had travelled from Aldbourne to shop for Rituals products.

They were pleased about the opening of store as previously they had had to travel to Bristol to browse and purchase products.

One said: “It is a very well laid out store and for the opening, I think it is nice that they allow you to a have a little browse rather than jumping on you which I don’t like.

“It is useful to have it in the outlet village.”

Outside of the new store was a red carpet for customers to grace as they entered the shop.

The new shop hosts a large white artificial tree based in the centre of the store as well as a station with running taps for customers to try out new products.

An Adver reporter was even treated to a hand massage and a trial of the new products demonstrated by the general manager of the store.

Another shopper said: “I am very glad that Rituals is in Swindon.”

The general manager of the store said: “I think we will be one of the top selling fragrance and beauty stores (in the Designer Outlet).

“We are in a perfect location, obviously we are opposite Polo (Ralph Lauren) so we are down the more luxury mall.

“I think it is something that Swindon needs, we have had a lull in shopping so I think it is something bright and new."

When talking about how the new shop looks, she said: “It is beautiful, our design is very very beautiful, it is calming, it is relaxing, we want you to come in and feel lovely.

“Our service is superior to be honest with you.”

She explained that their focus is on giving their customers an experience which makes them feel better from being in the store to using the products at home.

Rituals was originally founded in Amsterdam in 2000, it has since opened stores in over 36 countries with locations in London, Paris and Hong Kong with more than 1000 stores and 3480 shop-in-shops.