Sephora plans to open roughly 100 shop-in-shop beauty destinations inside Marks & Spencer stores across the UK, with the first sites and a dedicated online offer launching in spring 2027.

The LVMH-owned retailer has announced a "strategic partnership" with M&S that pairs Sephora's prestige beauty expertise and brand relationships with the British retailer's national store estate, omnichannel platform and what the company calls "the UK's most trusted brand". Sephora at M&S will roll out into selected stores and onto the M&S website, building toward the 100-site target over time.

The move extends a UK growth strategy that Sephora has executed in deliberately complementary formats: a digital and app proposition, large-format "Temples of Beauty", and 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," said Catherine Spindler, President of Europe & Middle East at Sephora. "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."

Spindler said the M&S partnership introduces a retail model that complements Sephora's existing formats and builds on the strength of the brand in the UK. "By combining our global expertise in prestige beauty with M&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."

The offer

Sephora at M&S will carry a "carefully curated" mix of established beauty brands, emerging names and exclusive products across five categories: skin care, make-up, fragrance, hair care and body care. Specialist beauty teams will staff the in-store destinations, while the M&S website will carry a broader online range with home delivery and click-and-collect from M&S stores nationwide.

The full line-up will be confirmed closer to launch, including new-to-M&S brands and selected Sephora exclusives. The format makes prestige hair care and fragrance accessible in locations that currently lack a Sephora presence, positioning specialist beauty advice within high-street and retail-park footfall rather than standalone beauty destinations.

For M&S, the deal forms part of its transformation of its fashion, home and beauty business, which the retailer described as "an important next step" toward offering customers "a stronger specialist experience".

"We are transforming fashion, home and beauty at M&S, creating a better experience for our customers and building a more efficient, more profitable business," said John Lyttle, Managing Director, Fashion, Home & Beauty at M&S. "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."

Lyttle confirmed the partnership will sit "at the heart" of M&S's future beauty offer, but signalled that own-label beauty categories will continue to receive investment alongside it, given established strength and customer trust in those lines.

The spring 2027 launch date gives both companies roughly two years to finalise the product assortment, train specialist teams and integrate click-and-collect logistics before the first counters open.