Sephora will debut a smaller boutique format this summer in the United Kingdom, first on London’s Carnaby Street with a new facade, followed quickly by another location at the city’s Old Spitalfields Market.
Those will measure 2,691 and 2,045 square feet, respectively.
“While Sephora U.K. will continue its commitment to rolling out large-format stores in key regional cities across the U.K., this new boutique format is a direct response to customer feedback on how the brand can better serve them through smaller, more intimate spaces,” Sephora said in a statement. “It also reflects Sephora’s role as a global leader that continuously adapts to cultural relevance — fine-tuning not only its product offer but the experience itself, from store formats to services.”
Sephora consumers said they are after speedier visits, curated edits and expert advice without the time commitment involved in a destination shop.
In the new concept stores there will be a mix of Sephora U.K.’s favorites such as Rhode, Haus Labs, Makeup by Mario and Merit Beauty, plus TikTok-viral names on the “Hot on Social” table like Glossier, Glow Recipe, Rare Beauty and Sol de Janeiro; indie brands, and exclusive “Only at Sephora” collections.
Merit Beauty is a cult favorite at Sephora U.K.
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The immersive shopping experience will also include personalized, redeemable beauty consultations, including the new beauty scan technology, gift wrapping, and engraving services.
“This exciting new concept therefore opens the door to reaching new audiences based on their shopping behaviors, delivering a ‘pop-in’ experience reminiscent of the U.K.’s high-street culture,” Sephora said. “The boutique format takes a modern approach to retail, blending the thrill of discovery through a carefully curated selection of brands and products with the simplicity of a tailored, convenient visit reinforcing Sephora U.K.’s commitment to making premium beauty accessible to all.”
More London locations will be open later this year, and then the new format is to roll out to other high streets in key U.K. cities.
It’s all part of Sephora’s further push into the United Kingdom. Already earlier this month, Sephora U.K. opened its first boutique in Northern Ireland, in Belfast’s Victoria Square. Bristol Cabot Circus is set to open in springtime. Altogether, the goal is for Sephora U.K. to have 20 stores across the country by the end of 2026. Today, it has 13.
Sephora returned to the U.K. in 2023 after an 18-year hiatus. The first location, opened in London, measured 6,500 square feet.