Sephora, the global prestige beauty giant and part of LVMH, has reignited its presence in the United Kingdom with a strategic post-reentry expansion—announcing plans to open at least 20 stores by the end of 2026, reaffirming its ambition to become the culture-forward, household name for beauty in Britain. After exiting the UK in 2005 due to fierce competition and economic constraints, Sephora returned with a carefully considered strategy in 2022, first acquiring local e-tailer FeelUnique before launching its flagship in Westfield White City, London, in 2023.
Turning the Previous Challenge Into an Opportunity
Sephora’s Managing Director in the UK, Sarah Boyd, reflected on the turnaround. The expansion is absolutely continuing. The UK is, and frankly has been for a while now, one of the most dynamic retail markets in the world. Early flagship launches were greeted with fanfare and surging foot traffic; the Trafford Centre store in Manchester saw over 3,000 visitors on its opening day in June 2024, ranking third globally for Sephora’s opening sales and driving a 25.7% footfall surge at the Trafford Centre compared to the same week last year.
The Expansion Pipeline
The renewed expansion is rapid—ten UK stores are already open in London, Kent, Manchester, Newcastle, Birmingham, and more, each featuring Sephora’s own-brand products, alongside cult launches like Rare Beauty, Makeup by Mario, Haus Labs by Lady Gaga, and GXVE by Gwen Stefani. The Liverpool ONE location will add another 6,727 sq ft footprint in spring 2025. Stores in Sheffield, Westgate Oxford, Manchester Arndale, and Cardiff’s St David’s Centre are confirmed for summer and autumn 2025; Sephora plans to reach 20 locations by the end of 2026, one year ahead of original forecasts.
Sephora CEO Guillaume Motte expressed strong optimism about the brand’s future, stating that within the next two to three years, Sephora aims to open at least 20 new stores across the UK. He emphasized that the key to success lies in innovation and engagement, adding that while traditional, uninspired retail is fading away, exciting and experiential retail continues to thrive. Logistics infrastructure is matching consumer demand; a partnership with DHL Supply Chain was inked in August 2024 to provide end-to-end e-commerce and retail logistics.
Strategy: Experience, Exclusivity, Tech
Retail analysts are watching Sephora’s UK comeback closely, noting investments in experiential retail, omnichannel fulfillment, and exclusive brand launches as keys to enduring success. Sephora has leveraged AI-powered search, personalization, and TikTok-native campaigns to court younger shoppers. Increased confidence from AI developments, as well as the spending might of the TikTok generation, may have played a role.
Rival Reactions and Competitive Impact
Sephora’s push is reshaping the UK beauty landscape. Boots, Superdrug, and Space NK have all responded, launching new Boots Beauty concepts, adding stores, and elevating their own omnichannel experiences to counter Sephora’s return. Seb James, former Boots UK MD, confirmed active efforts to counter Sephora’s return, underscoring the high stakes in the evolving beauty retail landscape.
Omnichannel: Unifying Physical and Digital
The beauty retailer’s unified commerce approach—integrating online orders, mobile loyalty, content, and in-store sampling, masterclasses, and launches—has helped Sephora nurture a new cohort of UK shoppers. Sephora seeks to cater to a wider audience and adapt to changing consumer preferences by enhancing both its physical and online presence. The brand already commands a top-rated e-commerce site and app, with exclusive offers and seamless returns across all UK stores.
The Road Ahead
With 20 stores planned by 2026 and a strong pipeline extending into 2027 and 2028, including more movement in London and possibly a zone one flagship, Sephora is capitalizing on challenges unique to the post-pandemic UK retail scene—vacant sites, prime mall availability, and the opportunity for digital-native brands to anchor themselves physically where beauty demand is strongest.
