M&S brushes up beauty offer with Sephora deal

Historic high street bellwether M&S is aiming to touch up its fortunes after unveiling an “extremely exciting” beauty partnership.

The retailer is working with Sephora.

Bosses say the venture – known as Sephora at M&S – will operate online and in selected stores from spring next year.

They say it will eventually cover about 100 shops, adding it marks “an important next step in the transformation” of M&S’ fashion, home and beauty divisions.

It is understood the deal will bring beauty products, emerging brands and products across skincare, makeup, fragrance, haircare and bodycare to stores, with M&S set to continue selling its own beauty items in shops.

Sephora – whose store network covers England, Scotland, Wales and Northern Ireland – says the alliance will “extend its prestige beauty experience… and give more customers access to brands and expert advice”.

John Lyttle, M&S’ managing director – fashion, home and beauty, said: “Beauty is an important category for M&S, with the potential to attract new customers 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.”

LVMH-owned Sephora, which was founded in Limoges, France, in 1969, has expanded its store portfolio significantly in recent years to 18 shops in the UK.

Sarah Boyd, Sephora UK managing director, added: “We have always believed becoming part of the communities we serve means more than simply opening stores and having a great online experience.

“This personalisation has been a huge part of our success, and partnering with M&S is not just a great honour and privilege, but also an extremely exciting next step in our expansion journey.

“Together, we can redefine what high street beauty means for customers across the UK.

“This partnership marks an important milestone in our continuing drive to become a truly winning formula on the UK high street.”

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