Sephora to land in central London with new boutique-style store

Sephora is expanding its UK retail presence with a new 2,600 sq ft boutique-style store opening at 5-7 Carnaby Street later this year.

It marks the 14th retail store opening for the beauty retailer in the UK, but it comes with a twist.

The new boutique-style concept will focus on curated edits, expert advice, and speed of service, featuring a different façade and ‘Beauty Scan’ technology, which will create more personalised recommendations and "a seamless multi-channel experience".

Visitors to the new central London store will have access to the global beauty giant's extensive array of brands, products, and collaborations, many of which are exclusive to Sephora UK.

Carnaby Street and the surrounding Soho area are home to a number of beauty brands, including Charlotte Tilbury, Grown Alchemist, Pixi, Sculpted by Aimee and Aesop, all of which have stores there.

The news comes after Sephora opened its first store in Victoria Square, Belfast, Northern Ireland, just two weeks ago, on 12 February.

The retailer's rapid expansion also comes a month after Sephora owner LVMH noted the retailer's "remarkable" performance, defined by its continuing growth in both revenue and profit.

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.

William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, added: "Sephora is without a doubt one of the most coveted brands in the UK right now.

"Its emphasis on curation, bringing together products and experiences that can’t be found elsewhere, means Sephora UK will differentiate itself from the beauty offer in Soho, complementing the existing retail mix and aligning with Carnaby Street’s appeal to such a broad consumer base."