Key facts
- Marks & Spencer is partnering with Sephora to open branded beauty sections in 100 of its UK stores.
- The partnership will also include sales through the M&S website.
- Sephora, owned by LVMH, relaunched in the UK in 2023 and has 18 stand-alone stores.
- The deal aims to attract younger shoppers, specifically targeting women aged 24-36.
- M&S plans to invest £700m in revitalizing stores, modernizing its supply chain, and improving products as part of its transformation plan.
Marks & Spencer has entered into a strategic partnership with beauty retailer Sephora, aiming to enhance its appeal to younger consumers. The collaboration will see Sephora launch branded sections within 100 M&S stores across the UK and also extend to M&S's online platform, beginning in spring next year.
Sephora, owned by luxury conglomerate LVMH, has been actively expanding its presence in the UK since its relaunch in 2023, now operating approximately 18 stand-alone stores. This partnership represents a new phase in Sephora's expansion strategy, following a previous unsuccessful attempt to establish a significant foothold in the competitive UK beauty market.
Analysts suggest Sephora's success in reaching its target demographic of 24- to 36-year-old women is due to its work with emerging brands and high-profile influencer collaborations on social media platforms like Instagram, TikTok, and YouTube.
John Lyttle, managing director of M&S’s fashion, home and beauty division, highlighted the importance of the beauty category for M&S, seeing it as a key area to attract new customers and increase shopping frequency among existing ones. He stated that the combination of Sephora's specialized expertise with M&S's brand strength, store network, and digital platform would be beneficial, while M&S would continue to invest in its own-label beauty products.
The move comes as many UK department stores have faced closures, creating opportunities in the beauty market. Sephora's self-service model, allowing customers to test products freely, is seen as particularly appealing to younger shoppers. This tie-up is expected to intensify competition for established health and beauty retailers like Boots and Superdrug.
Lyttle also noted that the deal is part of M&S's wider transformation initiative, which includes a £700 million investment in store upgrades, supply chain modernization, and product enhancements. M&S operates 227 full-line stores and plans to reduce this number to 200 over the next two years, while simultaneously expanding its food-only outlets.
Sarah Boyd, managing director of Sephora UK, expressed optimism about redefining the high street beauty experience through the partnership, emphasizing the introduction of beauty advisers to M&S stores to offer personalized service and reach customers in more communities.