Sephora UK expands London footprint with first-ever boutique store

Sephora UK has opened its first boutique-format store on London's Carnaby Street, introducing a smaller retail concept as part of its expansion strategy.

The 2,691 sq ft store has been designed to reflect changing high street shopping habits and marks Sephora UK's first location in central London.

A second boutique is scheduled to open at Old Spitalfields Market on 30 July, becoming the retailer's second East London site following its 2023 debut at Westfield Stratford City.

The boutique format has been introduced to complement Sephora UK's existing large-format stores, with the retailer continuing to expand its larger stores in key regional cities alongside the new concept.

The smaller stores focus on curated product assortments, expert-led advice and faster service, with the aim of offering more personalised recommendations while supporting an integrated in-store and online shopping experience.

Sarah Boyd, Managing Director at Sephora UK, said: "Today marks an incredibly exciting milestone for Sephora UK as we officially open the doors to our very first boutique in market. The format aims to deliver more personalised recommendations while creating what the retailer describes as a "seamless multi-channel experience".

The new boutique stocks "Only At Sephora" brands, including Rhode, Haus Labs, Makeup By Mario, Merit Beauty, Yepoda and Tower 28, alongside brands featured on its "Hot On Social" display, including Tatcha, Tarte, Summer Fridays and Kosas.

The location also features Sephora's new Beauty Scan technology. Using a lens attached to a Beauty Advisor's phone, the system analyses customers' skin, including hydration and oil levels, and provides foundation shade-matching recommendations. Sephora said the results are used by beauty advisors to tailor product recommendations to individual customers.

Sephora UK said the boutique concept was developed in response to customer feedback, with the smaller stores intended to complement its existing larger-format locations while supporting its evolving UK retail strategy.

"Since returning to the UK, our community has continued to ask for more Sephora locations across central London, so we're incredibly proud to bring this exciting new format to one of the world's most iconic shopping destinations after a period of regional expansion," said Boyd.

"Everything about this boutique has been designed around how our customers shop today. Whether they're discovering a new brand during their lunch break, browsing with friends at the weekend or looking for personalised beauty advice before an evening out, we've created a space that delivers everything people love about Sephora in a format that feels effortless, inspiring and perfectly suited to the rhythm of city life,"

The retailer said it plans to expand the boutique format to additional UK high streets over the coming years, targeting further regional locations alongside its existing store network.

It is expected to further increase competition in the UK beauty market, with the new boutique concept adding to the presence of established retailers including Boots and Superdrug.

William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, said: "Sephora’s new boutique on Carnaby Street is part of a high-quality retail mix, that forms an in-demand, genuinely desirable hub for shoppers.

"That’s down to the experience these brands create, and the sense of discovery that comes from unique products and collections, that evolve to stay relevant and exciting. That’s precisely why Sephora as a brand, and indeed this first-of-its-kind boutique concept, will work so well here."