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Sephora UK has signed for its first West End location on Carnaby Street to launch a new boutique store format later this year.
The shop at 5-7 Carnaby Street will span 4,400 sq ft with a 2,600 sq ft trading space. It will feature curated product edits and Beauty Scan technology to provide personalised recommendations for customers.
The move follows several recent signings by landlord Shaftesbury Capital in the area. In 2026, the real estate firm secured a European debut for Edikted and a new flagship for K-Way.
Sephora will join other beauty brands in the district including Charlotte Tilbury, Pureseoul, and Aesop. The brand’s new concept aims to focus on speed of service and exclusive product collaborations.
William Oliver, director of retail and restaurant leasing at Shaftesbury Capital, said: “Sephora is without a doubt one of the most coveted brands in the UK right now. Its emphasis on curation, bringing together products and experiences that can’t be found elsewhere, means Sephora UK will differentiate itself from the beauty offer in Soho.”
Catherine Spindler, president of Sephora Europe and Middle East, added: “We are very excited to reveal this new store format, carving out our own unique path through an expansion strategy and commitment that reflect our ongoing consumer engagement.
“We’re thrilled to bring this new experience of Sephora London – a city that has always been at the heart of beauty, culture and innovation.”
