Marks & Spencer has partnered with Sephora to bring the beauty retailer’s products and expertise into selected M&S stores and online from spring 2027. The “Sephora at M&S” concept is expected to expand to around 100 locations nationwide, offering skincare, make-up, fragrance and haircare alongside specialist beauty advice and selected exclusives. The partnership will also give Sephora greater access to customers beyond its existing stores and major city locations.

This new offer mirrors the growing importance of beauty as a traffic-driving category and the rise of shop-in-shop partnerships. By combining Sephora’s expertise with M&S’s scale and nationwide reach, both brands can attract new customers, expand access to prestige beauty and create a more differentiated in-store experience. It also shows how established retailers are using specialist partners to strengthen their offer without building category expertise entirely in-house.