Viral makeup giant Sephora to open in 100 Marks and Spencer stores

Updated: 07:00 EDT, 29 September 2026 Marks and Spencer is bringing global makeup giant Sephora to 100 of its stores across Britain in a major expansion of its beauty offering.The retailers have struck a partnership that will see 'Sephora in M&S' launch across selected M&S high street and retail park stores from next spring.The tie-up with Sephora is the first time M&S has opened a 'shop-in-shop,' having previously only stocked third-party brands such as Jaeger and Nobody's Child. Customers will be able to buy a mix of established and emerging beauty brands and exclusive products across skincare, makeup and fragrance in store and online.The move comes as M&S continues to overhaul its fashion, beauty and home brands. The retailer, which has won praise for a revamp of its clothing range, indicated an expansion into beauty at the opening of its refreshed Oxford Street store over the summer. Sephora comes to M&S: The retailers will launch a 'shop in shop' across 100 stores next springJohn Lyttle, managing director, fashion, home & beauty at M&S, said: 'Beauty is an important category for M&S, with the potential to attract new customers to shop with us and give existing customers the opportunity to shop with us more often.'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.'Sephora launched in Britain in 2022, following its acquisition of the Feelunique website the previous year. The viral beauty retailer, which stocks brands including Hailey Bieber's Rhode, announced the opening of four new stores in the UK earlier this year.Its partnership will expand M&S's beauty range, which includes a popular own-brand perfume range alongside brands such as Clinique, Medicube and Korean skincare favourites.It marks the first concerted push into the beauty market, worth £5.2billion in the UK and of which M&S holds a 1.3 per cent share. Sarah Boyd, managing director of Seophora UK said: '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.'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.'Last summer, hundreds of shoppers rushed to the opening of a Sephora at the Arndale Shopping Centre in Manchester, with one couple sleeping overnight to be the first to experience the new beauty store.Sephora's shop opening in the Bullring in Birmingham was equally popular, with shoppers standing outside waiting in the cold for hours before the store opened. Why is M&S partnering with Sephora? Beauty giant Sephora is a hit with shoppers across all ages, writes Anne Ashworth Sephora's strength lies in its glamour and its multi-generational appeal, writes Anne Ashworth, Daily Mail business columnist. Daughters, mothers and grandmothers view a visit to the store as an experience – for which they are ready to queue if need be. A line may often form outside the vast Sephora store in Westfield White City.There is the chance to try and buy – and see the lines that have featured on Instagram.The mix of high-end, mid-market and own label brands is another key attraction.The lipstick effect, in which people will treat themselves to small indulgences is a key factor in Sephora's growth. But so too is the chain's adaptability. The link with M&S is not its only diversification this month. Sephora also launched on TikTok shop, on which it will sell some limited lines. A digital storefront is now almost essential for any beauty retailer keen to catch the attention of the younger customers whose skincare routines may be as complex as those of midlife women. DIY INVESTING PLATFORMSAJ BellAJ BellEasy investing and ready-made portfoliosHargreaves LansdownHargreaves LansdownFree fund dealing and investment ideasinteractive investorinteractive investorFlat-fee investing from £4.99 per monthFreetradeFreetradeInvesting Isa now free on basic planTrading 212Trading 212Free share dealing and no account feeAffiliate links: If you take out a product This is Money may earn a commission. These deals are chosen by our editorial team, as we think they are worth highlighting. This does not affect our editorial independence.Compare the best investing account for you