M&S and Sephora have launched Sephora at M&S, a strategic partnership, which will bring new beauty destinations to selected M&S stores and online early next year.

The partnership, which will go live in Spring 2027 across 100 stores, marks another step in the transformation of M&S’ Fashion, Home and Beauty offerings, helping shoppers access more beauty brands and creating stronger specialist experience.

By bringing together Sephora’s beauty expertise, brand relationships and focus on discovery via M&S’ national footprint and omnichannel platform, the move will make a specialist beauty experience accessible to more customers in more places. M&S said the transformed beauty offer will help attract new customers and give existing customers more reasons to shop with M&S more frequently.

“Our new partnership with Sephora is the next step in this transformation. 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,” commented John Lyttle, MD of Fashion, Home & Beauty at M&S.

“Our partnership with Sephora will sit at the heart of our future beauty offer, combining Sephora’s specialist expertise with the strength of the M&S brand, our store estate and our growing digital platform.“

For Sephora, the tie-up will support its UK expansion strategy, extending its prestige beauty experience into more communities.

Building on Sephora’s destination store, boutique and digital formats, the shop-in-shop model will give more customers access to curated brands, expert advice and the beauty discovery experience for which Sephora is known.

“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,” said Catherine Spindler, President of Europe & Middle East, Sephora.

“Our UK launch has been such a huge success, that we wanted to go further and faster. Our partnership with M&S is the next evolution of this strategy, introducing a retail model that complements our existing formats and allows us to build on the strength of the Sephora brand in the UK,” she added.

Sarah Boyd, MD of SEPHORA UK, said that since its UK launch, the beuaty brand has always “believed that becoming part communities means more than simply opening stores and having a great online experience.” Boyd said that Sephora would also bring its Beauty Advisors into M&S stores to provide “truly personalised experiences” while reaching customers.

“Together, we can re-define what high street beauty means for customers across the UK, bringing the very best curated brand and beauty experience to the M&S stores to complement their food, fashion and home expertise,” she said.