Sephora is turbocharging its UK expansion plans for 2027 to solidify its presence in the region, which is the third largest premium beauty market, as it seeks to become the beauty retailer of choice.
2027 will be a big year for Sephora UK, with the LVMH-owned retailer set to launch its third intimate boutique, more large-format destination stores (which it calls ‘temples of beauty’), and roll out a new shop-in-shop concept at British multinational retailer Marks & Spencer (M&S).
Sephora at M&S will launch into selected M&S stores across the UK and on its website from spring 2027, blending the beauty retailer’s expertise, relationships and focus on discovery with the UK supermarket chain’s “trusted” brand and national presence [it has 1,049 stores].
The aim is to have Sephora shops in around 100 M&S stores over time to help “complete” the beauty retailer’s UK reach, says Sarah Boyd, Sephora UK’s Managing Director.
“We have had such a positive response since returning to the UK [three years ago], and we will have 19 stores by the end of this year, but the speed of execution of getting stores all over the UK takes time,” explains Boyd.
[The UK] is a very strategic and important market for Sephora to win in
“We have got that national coverage of all the major cities in the UK [Birmingham, Cardiff, Edinburgh, Liverpool, Manchester, to name a few], but what consumers were really telling us is that, while they loved our destination stores, they wanted us to be even closer.
“They wanted to be able to pop in more regularly, to have us more present on the high street, and that takes a lot of time.
“Now we want proximity.
“If I had to go and open 100 of my own stores, it would be difficult, but M&S have stores everywhere, [and] it is where people are shopping already, so it gives us that instant reach to high streets.
“[M&S] have got the trust, the infrastructure [and] the consumers are already in there, so what better way to complete our reach.
“[We want to] solidify our place in the UK beauty landscape as it is the largest beauty market in Europe, about a third bigger than France, and on that basis, it is a very strategic and important market for Sephora to win in.”
Sarah Boyd, Sephora UK’s Managing Director
Why Sephora UK and M&S are a perfect pairing
It is not only the trust and legacy of 142-year-old institution M&S which has seen Sephora UK partner with it for this new shop-in-shop concept, but also an admiration of the British supermarket chain’s agility and ingenuity.
Already known for its high-quality food offering, in recent years M&S has orchestrated a remarkable turnaround of its fashion business, having transformed its out-of-touch offering into a fashion-forward, sought-after division, completely reinventing its consumer proposition.
M&S now exceeds the average high street fashion retailer in terms of customer impression (50.5 points versus 10.6), quality (54.9 versus 11.9), value (34.1 versus 3.1), reputation (34.6 versus 7.9), satisfaction (51.8 versus 9.7) and recommendation (43.4 versus 7.7), according to 2025 data by market research firm YouGov.
[M&S] have got the trust, the infrastructure [and] the consumers are already in there, so what better way to complete our reach
“M&S is such an icon in British retail. It is a full-on national treasure,” explains Boyd.
“They have the highest trust score of any retailer in the UK, and they have basically every member of the adult population of the UK shopping in their stores regularly.
“So, the people are already there and loving the experience of shopping at M&S, particularly after they
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