M&S and Sephora partner to launch shop-in-shops across 100 UK locations

UK department store Marks & Spencer (M&S) has entered into a strategic partnership with French beauty retailer Sephora to introduce Sephora at M&S shop-in-shops across 100 high street and retail park locations in the UK. The new beauty destinations will begin rolling out in selected M&S physical stores and online via M&S.com from spring 2027.

M&S managing director of fashion, home and beauty John Lyttle said: “Our partnership with Sephora will sit at the heart of our future beauty offer, combining Sephora’s specialist expertise with the strength of the M&S brand, our store estate and our growing digital platform. Alongside this, we will continue investing in our own-label Beauty categories where we have established strength and customer trust.”

The collaboration aims to enhance the M&S Fashion, Home and Beauty division by offering consumers a broader selection of established beauty brands, emerging labels and exclusive products spanning skincare, makeup, fragrance, haircare and bodycare. Each dedicated shop-in-shop space will be supported by specialist beauty advisors in-store, while M&S.com will host an expanded digital collection accessible through home delivery and nationwide Click & Collect.

For Sephora, a subsidiary of French luxury group LVMH, the agreement represents an expansion model following its re-entry into the British market, extending its physical presence beyond its flagship stores and boutique retail concepts. The retailer will leverage the store network and digital reach of M&S to build market share in regional hubs.

Sephora president of Europe and Middle East Catherine Spindler stated: “In the UK, this has seen us build a deliberately complementary ecosystem across our digital and app proposition, large-format ‘Temples of Beauty’ and, most recently, our curated boutique concepts. Our UK launch has been such a huge success, that we wanted to go further and faster. Our partnership with M&S is the next evolution of this strategy, introducing a retail model that complements our existing formats and allows us to build on the strength of the Sephora brand in the UK.”

Sephora UK managing director Sarah Boyd added that the partnership allows the retailer to access new communities by collaborating with a deeply ingrained domestic brand.