Sephora partners with Sanctum to bring wellness into stores, loyalty and live events

Sephora UK has announced a partnership with Amsterdam-founded immersive wellness community Sanctum to bring mindfulness activations to its stores, loyalty programme and content channels throughout 2026.

The collaboration, announced on 22 June to coincide with World Wellbeing Week, is designed to connect beauty retail with emotional wellbeing through a rolling programme of in-store trials, member experiences and a London festival tie-in.

The first activation is "Take a Beat with Sephora & Sanctum", a headphone meditation experience being trialled in selected Sephora stores in Stratford, Manchester, Liverpool and Cardiff. The partnership also extends into Sephora's loyalty ecosystem, with exclusive Sanctum experiences and app content planned for Gold members.

In addition, the rollout includes community-focused activations around key Sephora UK store openings, wellness-led experiences for media and creators, and co-created editorial and social content centred on wellbeing. 

Sarah Boyd, Managing Director at Sephora UK, said the partnership reflects a shift in how the retailer approaches beauty.

"Wellness is becoming an increasingly important part of how we strategically approach beauty because today, beauty is no longer just about how we look, but how we feel," Boyd said.

"Together, we're exploring a more inclusive and accessible vision of wellness, one that goes beyond traditional fitness and creates space for mindfulness, movement and emotional connection."

Gabriel Olszewski, CEO of Sanctum, added: "This partnership with Sephora represents a cultural shift toward a more honest, human and emotionally connected definition of beauty, one that starts from within and radiates outward."