Inside Sephora UK’s new boutique concept as it prepares for London launch

News of Sephora UK’s new boutique-style concept has captured industry attention, after confirmation that the beauty giant will open a new store on Carnaby Street later this year, with a second location at Old Spitalfields Market to follow.

The smaller, more intimate format represents what the brand describes as the "next chapter" in its UK growth strategy.

Both London openings are scheduled for this summer and will introduce a specialised boutique concept designed to complement Sephora’s existing large-format stores.

The launches will mark the retailer’s 15th and 16th UK locations. Carnaby Street will be its first store in central London, while Old Spitalfields Market will become its second East London site, following its 2023 debut at Westfield Stratford City.

Alongside the boutique rollout, Sephora will continue expanding its larger-format footprint in key regional cities. Its 14th UK large-format store is set to open at Cabot Circus this spring as part of an ongoing strategy to reach 20 UK locations by the end of 2026.

The new boutique-style stores will focus on curated product edits, expert-led advice and speed of service. Featuring a distinct façade and incorporating ‘Beauty Scan’ technology, the format aims to deliver more personalised recommendations while creating what the retailer describes as a "seamless multi-channel experience".

Powered by an advanced lens connected to a Beauty Advisor’s phone, the 'Beauty Scan' technology will analyse a customer’s skin to provide insights "far beyond what app-only solutions can deliver". It measures factors such as oil and hydration levels to tailor skincare recommendations and also offers precise foundation shade matching for a "fully customised beauty experience".

Customers will continue to have access to Sephora’s extensive portfolio of global brands, products and collaborations - many of which remain exclusive to Sephora UK.

Catherine Spindler, President of Sephora Europe & Middle East, said: "We are very excited to reveal this new store format, carving out our own unique path through an expansion strategy and commitment that reflect our ongoing consumer engagement.

"We’re thrilled to bring this new experience of Sephora London – a city that has always been at the heart of beauty culture and innovation."

Sephora UK said the move directly responds to customer feedback on how the brand "can better serve them through smaller, more intimate spaces", complementing its larger stores while reflecting a continued refinement of its business strategy.

An eventual rollout of the boutique format beyond London - into other key regional UK high streets - is planned over the coming years, "opening the door to reaching new audiences based on their shopping behaviours" by delivering a "pop-in" experience reminiscent of the UK’s high-street culture.

Sarah Boyd, Managing Director of Sephora UK, said: "London is incredibly important for Sephora UK, as it is where we opened our first two stores, and we can feel the love and demand from our beauty community in the capital continue to flourish and grow.

"We always listen to our community and they have been desperate for us to open more stores in Central London - so we wanted to deliver on that. This new format is designed for the high street-style shopper - someone popping in on a lunch break or shopping with friends at the weekend.

"We’re excited to cement our presence in London’s most iconic and deeply inclusive neighbourhoods, bringing Sephora UK’s unique beauty experience to the heart of Soho and East London this year."

Adding to this, Millie Kendall OBE, CEO of the British Beauty Council, told TheIndustry.beauty: "Sephora’s launch in the UK seriously changed the landscape, giving beauty retail a huge boost - something one might have thought would be cannibalised by e-commerce post-Covid. The expansion has been clever and well thought out in terms of location and format.

"But when operating in London, you have to be flexible about the stock of premises available. Spitalfields and Carnaby Street are iconic locations with unique retail spaces. I am excited to see how this translates to a Sephora store."

The move also intensifies high street competition, as established players like Boots and Superdrug will now face Sephora’s boutique concept as it expands to even more UK locations in the coming years.