Sephora Partners with M&S for UK Shop-in-Shops from Spring

Sephora has announced a strategic partnership with Marks & Spencer. The 'Sephora at M&S' shop-in-shop format will launch into selected M&S stores across the UK and on the supermarket’s website from spring 2027. The partnership brings Sephora’s expertise and brand relationships into M&S stores and online, creating a curated beauty offer across fragrance, skincare, makeup, haircare and bodycare.

This new beauty destination blends Sephora's focus on discovery with M&S's trusted brand and omnichannel platform. The aim is to build around 100 physical sites over time. It makes Sephora's specialist beauty experience accessible to more customers and communities across the UK.

Leadership and strategic goals behind the collaboration

Executives from both companies frame the partnership as a key strategic move. For M&S, it is an important next step in transforming its fashion, home and beauty business. The tie-up will enable it to offer a wider range of beauty brands and a stronger specialist experience. M&S hopes it will attract new customers and give existing consumers more reasons to shop.

For Sephora, the deal accelerates its growth in the UK. It aims to build a more diversified and scalable model. The partnership extends its prestige beauty experience into more communities via M&S’s trusted brand. Sephora states it will help redefine what high street beauty means for customers across the UK. Catherine Spindler, President of Europe & Middle East for Sephora, and John Lyttle, Managing Director of Fashion, Home & Beauty at M&S, are leading the collaboration. John Lyttle said: "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."

What customers will see in store and online

Specialist beauty teams from Sephora, termed Beauty Advisors, will be available in store to support customers with a personalised experience. The shop-in-shop model builds on Sephora’s existing destination stores, boutiques and digital formats. The UK supermarket’s website will offer a broader online range with home delivery and click & collect services from M&S stores nationwide.

The final brand line-up will be confirmed closer to launch. It is expected to include a carefully curated mix of established favourites, emerging brands, and exclusive products. Brands stocked at Sephora elsewhere include a wide range such as Armani, Chanel, and Charlotte Tilbury.

M&S will continue investing in its own-label beauty categories where it has established strength and customer trust.

Broader context in the UK beauty market

The partnership launches into a UK beauty market valued at £5.2 billion. This market grew 1.2% year-on-year in the 52 weeks to 19 July 2026. Currently, M&S holds a 1.3% share of the beauty market on a 12-week basis. For Sephora, this marks the next step in its UK growth, following what has been described as a hugely successful launch.

Sephora has built a complementary ecosystem in the UK across digital platforms, large-format 'Temples of Beauty', and curated boutique concepts. Those boutique concepts debuted in London in summer 2026. The company has taken a deliberately local approach, celebrating local culture and creators in each city it enters. The full product line-up and new-to-M&S brands will be confirmed closer to the spring 2027 launch.