Sephora appoints new UK Managing Director

Sephora has announced the appointment of Sarah Boyd as its new UK Managing Director, effective 2 January 2023.

In the new role, Boyd will report directly to Sylvie Moreau, President of Europe and the Middle East at Sephora, and will become a member of the EME leadership team.

Boyd joins Sephora UK from Sephora Asia, where she currently serves as Managing Director SEA & Oceania. Prior to this, she was VP of Markets and New Ventures for the company's South East Asia region.

Before Sephora, Boyd held commercial positions at Coca-Cola, Black & Decker and L’Oréal.

Sylvie Moreau, President of Europe and the Middle East at Sephora, said: “I am delighted to announce Sarah Boyd’s appointment as our UK Managing Director, following Sarah Miles decision to focus on a new opportunity outside the company.

"In her new role, Sarah Boyd will have the fantastic challenge of writing the next page of our story in the UK. Together with our talented UK team, she will build the brand into the UK’s most loved beauty community, starting with the opening of our first store in early 2023.”

In October 2022, Sephora returned to the UK online. The retailer took over the Feelunique website, which was acquired by the beauty giant in September 2021. It also announced the opening of a new central London store in Spring 2023.

Sephora originally entered the UK market in 2000, with its first store located at Bluewater in Kent. The brand went on to open nine further stores in the UK but exited in 2005. Reports at the time suggested a combination of high rents and tough competition from home-grown retailers contributed to the decision.