British retailer Marks & Spencer (M&S) has formed a strategic partnership with Sephora to introduce “Sephora at M&S” in selected stores and on M&S.com starting in spring 2027. This initiative will be rolled out in 100 M&S stores located in high streets and retail parks across the UK, providing a variety of curated beauty brands alongside expert advice.
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The collaboration marks a significant step in M&S's beauty transformation and aims to enhance Sephora's reach in the UK market through a format that complements its existing outlets and online channels. Customers will be able to purchase a range of beauty products including skincare, makeup, fragrance, haircare, and bodycare, featuring both established favorites and emerging brands, as well as exclusive offerings from Sephora. The specific product lineup, including new additions and Sephora exclusives, will be revealed closer to the launch date.
In-store specialist beauty teams will assist customers, while M&S.com will offer an expanded range. The partnership will also allow for home delivery and Click & Collect services from M&S stores nationwide, linking in-store consultations with online shopping options for greater convenience.
This partnership is part of M&S’s broader initiative to revamp its Fashion, Home, and Beauty segments. By enhancing its beauty selection and service offerings, the retailer aims to draw in new customers and encourage repeat visits from existing shoppers. John Lyttle, M&S's Managing Director of Fashion, Home & Beauty, noted that this collaboration with Sephora is a key milestone in their transformation efforts. He pointed out the significance of beauty as a category for M&S, conducive to attracting new shoppers and enhancing customer loyalty.
Sephora views the shop-in-shop model as an essential component of its expansion strategy in the UK, complementing its existing digital services and large-format stores. Catherine Spindler, President of Europe & Middle East at Sephora, remarked on the success of Sephora's UK launch, emphasizing the integration of their prestige beauty expertise with M&S's established retail framework to foster a more diversified growth model.
Sarah Boyd, Managing Director of Sephora UK, highlighted the importance of a locally informed service approach, tailoring openings and marketing efforts to reflect local cultures and communities.
In terms of market context, data from Worldpanel by Numerator indicated that the UK beauty market was valued at £5.2 billion with a growth of 1.2% year on year in the 52 weeks leading to July 19, 2026. M&S had a 1.3% share of the beauty market in the same period. The collaboration aims to provide customers—who typically visit M&S for food, fashion, and home goods—with an additional destination for exploring beauty products and receiving expert guidance.