Sephora has announced the location of its second store in Britain.
The LVMH-owned beauty retailer is expanding into Westfield Stratford City, a shopping mall in east London, and will open on 15 November.
“We are so grateful for the welcome we have received from our fans in the UK," said Sarah Boyd, UK CEO of Sephora.
"Their response to our White City opening blew us away and far exceeded our expectations. We are committed to giving the UK a unique Sephora experience, one tailored to the unique cultural needs of this wonderful country.
"We hope the community in Stratford love the store as much as those in West London and look forward to a day of treats and surprises at our opening.”
The store will offer 125 brands across the make-up, skin care, hair care, fragrance and wellness categories.
Its own-brand Sephora Collection is expected to be a focus of the new store along with exclusive brands including Adwoa Beauty, Relevant, Straaand, Salt & Stone and Naked Sundays.
It first opened an e-commerce site in October 2022 for the British market after acquiring online retailer Feelunique.
"The launch of Sephora.co.uk and the app last autumn was met with unprecedented demand, and British consumers can continue to enjoy shopping their beauty favourites exclusively at Sephora in another iconic store," said Sephora in a statement.
Despite being open for four months, Sephora's White City outlet still has shoppers queuing outside to enter.
Neither store is Sephora's UK flagship, which is expected to be a more central location in the capital city.
Speaking about Sephora's first store, Boyd, added: “This new store will showcase best-in-class beauty expertise and provide unique services to UK customers, including make-up, skin care, hair care, fragrance, body and personalised gifting."
Sephora has focused on exclusive brand partnerships to attract customers, including the recent launch of Lady Gaga's Haus Labs to the country, and its own-brand line.