Sephora UK is launching its first-ever boutique store concept this year to further accelerate its expansion in the region.
The smaller, more intimate store format represents the “next chapter” of the LVMH-owned retailer’s growth in the UK market, with specialised boutiques planned to open in London shopping destinations Carnaby Street and Old Spitalfields Market this summer.
Sephora UK said the move is in response to customer feedback on how the brand “can better serve them through smaller, more intimate spaces”, complementing its large store formats and reflecting its commitment to fine-tuning its business strategy.
“Customers shared they want premium beauty to fit seamlessly into everyday life: quicker visits, curated edits and expert advice without the time commitment of a destination shop,” read a company statement.
“This exciting new concept therefore opens the door to reaching new audiences based on their shopping behaviours, delivering a ‘pop-in’ experience reminiscent of the UK’s high street culture.
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“The boutique format takes a modern approach to retail, blending the thrill of discovery through a carefully curated selection of brands and products with the simplicity of a tailored, convenient visit, reinforcing Sephora UK’s commitment to making premium beauty accessible to all.”
Sephora said it will continue to roll out large format stores in key UK regional cities too, with its fourteenth site – Cabot Circus, Bristol – opening in the spring.
The retailer opened its first large format store in Northern Ireland this month at Belfast’s Victoria Square, too.
Sephora is on a mission to be the “culture forward, household name for beauty” in the UK, aiming to have 20 stores in the region by the end of 2026.
This goal was brought forward one year earlier than originally planned due to the retailer’s incredible response in the region so far.
Sephora is aiming to have 20 stores in the UK by the end of 2026
What can we expect from Sephora UK’s new boutique London stores?
Sephora UK’s 2,691sqft Carnaby Street and 2,045sqft Old Spitalfields Market boutiques – its fifteenth and sixteenth stores respectively – will both debut in summer 2026, while further locations are promised this year.
The “intimate yet immersive spaces” will house an expertly curated selection of cult favourite beauty brands, buzzy indies and exclusive ‘only at Sephora’ collections.
Services on offer include redeemable beauty consultations, gift wrapping and engraving, alongside Sephora UK’s new beauty scan technology to provide deeper client personalisation on product recommendations.
The technology allows Sephora’s beauty advisors to give data-driven insights using an advanced lens attached to their phone.
An eventual roll out of the boutique format beyond London – into other key regional UK high streets – is planned in the next few years.
“London is incredibly important for Sephora UK, as it is where we opened our first two stores, and we can feel the love and demand from our beauty community in the capital continue to flourish and grow,” said Sarah Boyd, Managing Director of Sephora UK.
“We always listen to our community and they have been desperate for us to open more stores in Central London – so we wanted to deliver on that.
“This new [boutique] format is designed for the high street-style shopper – someone popping in on a lunch break or shopping with friends at the weekend.
“We are excited to cement our presence in London’s most iconic and deeply inclusive neighbourhoods, bringing Sephora UK’s unique beauty experience to the heart of Soho and East London this year.”
Image captions: Sephora large store format openings in Cardiff and Liverpool.