M&S and Sephora Partner on 100-Store Beauty Rollout
M&S and Sephora are joining forces on a new shop-in-shop beauty format, with Sephora at M&S set to reach 100 UK locations alongside an expanded online offer from spring 2027.
M&S has entered a strategic partnership with Sephora to create Sephora at M&S, a new beauty destination launching in selected stores and on M&S.com from spring 2027.
The partnership forms part of the continuing transformation of M&S Fashion, Home and Beauty and will combine Sephora’s beauty expertise, brand relationships and focus on discovery with M&S’s national store presence and omnichannel platform.
The new shop-in-shop format will bring Sephora to 100 high streets and retail parks across the UK, extending access to specialist beauty products and services through the M&S store estate.
The transformed beauty offer is intended to attract new customers while giving existing M&S customers more reasons to shop with the retailer more frequently.
New Shop-In-Shop Beauty Format
For Sephora, the partnership represents the next stage of its UK growth strategy, adding a shop-in-shop model alongside its destination stores, boutique formats and digital channels.
Customers will have access to a curated mix of established beauty brands, emerging names and exclusive products across skincare, make-up, fragrance, haircare and bodycare.
Specialist beauty teams will support customers in stores, while M&S.com will carry a broader online range with home delivery and Click & Collect available from M&S stores nationwide.
The final brand line-up will be confirmed closer to launch, including details of brands new to M&S and selected Sephora exclusives.
M&S Beauty Transformation
“We’re transforming Fashion, Home and Beauty at M&S, creating a better experience for our customers and building a more efficient, more profitable business. Our new partnership with Sephora is the next step in this transformation. Beauty is an important category for M&S, with the potential to attract new customers to shop with us and give existing customers the opportunity to shop with us more often.
“Our partnership with Sephora will sit at the heart of our future beauty offer, combining Sephora’s specialist expertise with the strength of the M&S brand, our store estate and our growing digital platform. Alongside this, we will continue investing in our own-label Beauty categories where we have established strength and customer trust.”
John Lyttle Managing Director, Fashion, Home & Beauty at M&S
Sephora Expands Its UK Retail Model
“Sephora’s ambition has always been to continually evolve how we bring our expertise in beauty to market, adapting our global model to reflect the needs and opportunities of each region. In the UK, this has seen us build a deliberately complementary ecosystem across our digital and app proposition, large-format ‘Temples of Beauty’ and, most recently, our curated boutique concepts that debuted in London this summer.
“Our UK launch has been such a huge success, that we wanted to go further and faster. Our partnership with M&S is the next evolution of this strategy, introducing a retail model that complements our existing formats and allows us to build on the strength of the Sephora brand in the UK. By combining our global expertise in prestige beauty with M&S’s established retail infrastructure, we are creating a more diversified and scalable model for growth, while continuing to evolve the way customers can access the Sephora experience.”
Catherine Spindler President of Europe & Middle East, Sephora
“Since bursting on to the scene in the UK, we have always believed that becoming part of the communities we serve means more than simply opening stores and having a great online experience. We have taken a deliberately local approach to every city we enter, from celebrating local culture and creators to tailoring our opening moments and marketing to reflect the people who live there. This personalisation has been a huge part of our success thus far, and now partnering with M&S, a brand so trusted, loved and deeply ingrained in British life is not just a great honour and privilege, but also an extremely exciting next step in our expansion journey.
“Together, we can re-define what high street beauty means for customers across the UK, bringing the very best curated brand and beauty experience to the M&S stores to complement their food, fashion and home expertise. We are excited to introduce our incredible Beauty Advisors to the stores to provide a truly personalised experience, and to reach customers in more communities where they already live, shop and spend their time.
“This partnership marks an important milestone in our continuing drive to become a truly winning formula on the UK High Street.”
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
