Sephora is coming to M&S: shop-in-shops in 100 Marks & Spencer stores from 2027

Sephora is coming to Marks & Spencer. The beauty retailer will open shop-in-shops in 100 M&S stores across the UK from spring 2027, with a wider Sephora range also sold on the M&S website for home delivery and click and collect, the two companies announced on Tuesday.

What the Sephora and M&S deal involves

The concessions will carry skincare, make-up, fragrance, haircare and bodycare, mixing established brands, newer labels and Sephora exclusives, with the final line-up still to be confirmed. The stores will be a mix of high street and retail park sites. M&S says it will keep investing in its own-label beauty ranges alongside the new partner, as Retail Gazette reported.

John Lyttle, managing director of fashion, home and beauty at M&S, said beauty has “the potential to attract new customers to shop with us and give existing customers the opportunity to shop with us more often”. For Sephora, which returned to the UK with large stores and an app and opened in Glasgow in August, M&S is a way into towns its own shops will never reach.

Why it matters

This is a brand deal as much as a retail one. Sephora is the name younger beauty shoppers already want, and M&S has spent three years making itself relevant to an audience that used to think of it as their mum’s shop, with Gillian Anderson fronting its Love That platform this autumn. Putting Sephora inside 100 stores gives M&S a reason for those shoppers to walk in, and it gives Sephora a trusted high street address in places where it has none.

The risk is for Boots and Superdrug, which have had the mass beauty market in UK towns largely to themselves. Boots has just launched Give it Some Boots to remind shoppers why it is the default. From 2027 the default has a new neighbour, and one of the most coveted beauty brands in the world will be on the same high street.