Debenhams to 'transform' race-day experience with new beauty partnership

Debenhams has entered a two-year partnership with The Jockey Club, delivering beauty experiences at some of the most celebrated fixtures on the 2025-2026 racing calendar.

The collaboration promises to "transform the race-day experience", with each activation combining the thrill of the races with the digital department store's expertise in beauty.

As part of this, spectators can enjoy interactive beauty moments, indulge in luxe touch-ups, and discover products from Lancome, YSL, Prada, Armani and Viktor + Rolf.

Dan Finley, CEO at Debenhams, said: "Horse racing embodies elegance, excitement and unforgettable memories - values that align perfectly with our ethos at Debenhams.

"The partnership is a celebration of British heritage, blending the glamour of beauty with the timeless allure of racing. The experiences will offer racegoers an irresistible opportunity to unwind, indulge and feel their very best throughout the day."

First launching at The Cheltenham Festival from 15-18 March, the Debenhams’ Day Spa will allow visitors to indulge in a rejuvenating "glow up" at the exclusive Orchard.

It will also bring glamour to Ladies’ Day at Epsom Downs with on-the-spot makeovers and hair touch-ups inspired by the timeless elegance of The Derby Festival from 7-8 June.

From on 5-6 July, The Coral Eclipse Meeting at Sandown Park will then host a stylish activation featuring exclusive makeup and hair touch-up zones, and a chance to unwind whilst exploring the online retailer's latest beauty offering.

Finally, the Debenham’s Day Spa will return with a "three-day beauty extravaganza" at Newmarket from 12-14 July.

Jack Royle, Head of Partnerships and Sales at The Jockey Club, said: "We are absolutely thrilled to welcome Debenhams to The Jockey Club family as an Associate Partner. This partnership reflects our shared commitment to offering memorable experiences for racegoers, blending the excitement of racing with style and first-class service.

"Debenhams will play a key role in enriching the fan experience - whether through digital channels in the build-up to race days or  activations at our most iconic events."