M&S has announced a new partnership with iconic global beauty brand Sephora, set to launch in spring 2027. The collaboration, dubbed 'Sephora at M&S', will see the beauty brand available online and across 100 stores.
What to expect from Sephora at M&S
The new beauty destination will offer customers a curated mix of established beauty favourites, emerging brands and exclusive products. Categories will include skincare, makeup, fragrance, haircare and body care.
When rolled out to stores, dedicated specialist beauty teams will help customers. The online channel will offer a broad range of products available for home delivery and through Click & Collect nationwide.
Expansion and community focus
M&S has confirmed that the final brand line-up will be revealed closer to the time. Customers can also expect new own-brand names from M&S alongside selected Sephora exclusives.
The move marks the next step in the transformation of M&S' fashion, home and beauty offering. It is designed to attract new customers while giving existing customers reasons to shop at the retailer more frequently.
The partnership is part of Sephora's UK growth strategy, which has included store openings in Edinburgh and Glasgow. The shop-in-shop format will build on Sephora's destination store, boutique and digital format.
Reactions to the announcement
Sarah Boyd, Managing Director of SEPHORA UK, said: “Since bursting on to the scene in the UK, we have always believed that becoming part of the communities we serve means more than simply opening stores and having a great online experience. We have taken a deliberately local approach to every city we enter, from celebrating local culture and creators to tailoring our opening moments and marketing to reflect the people who live there.
"This personalisation has been a huge part of our success thus far, and now partnering with M&S, a brand so trusted, loved and deeply ingrained in British life is not just a great honour and privilege, but also an extremely exciting next step in our expansion journey. Together, we can re-define what high street beauty means for customers across the UK, bringing the very best curated brand and beauty experience to the M&S stores to complement their food, fashion and home expertise."
She added: "We are excited to introduce our incredible Beauty Advisors to the stores to provide a truly personalised experience, and to reach customers in more communities where they already live, shop and spend their time. This partnership marks an important milestone in our continuing drive to become a truly winning formula on the UK High Street."
The announcement has been met with enthusiasm on social media after M&S shared the news on its dedicated news Instagram account. One fan wrote: "Oh this is everything." Another added: "Omg dream collab!" A third commented: "Smart move M&S. They've found somebody a while ago now, that knows what they're doing!!" Someone else simply wrote: "Wow!!"
