Sephora and M&S are partnering to bring a new beauty experience in the U.K.

It will be called Sephora at M&S and be located in select M&S stores and on M&S.com starting in spring 2027. There should be approximately 100 such doors ultimately.

“The partnership is an important next step in the transformation of M&S fashion, home and beauty, offering customers more of the beauty brands they love and a stronger specialist experience,” Sephora and M&S said in a joint statement

“By bringing together Sephora’s beauty expertise, brand relationships and focus on discovery with M&S’s trusted brand, national presence and omnichannel platform, the partnership will make a specialist beauty experience accessible to more customers in more places,” it continued. “M&S will bring Sephora to 100 high streets and shopping parks in the U.K.”

While the U.S. has been no stranger to such tie-ups – think Sephora on TikTok Shop in the U.S. and Bath & Body Works’ respective forays on Amazon and Ulta – it is less common in Europe.

Rumors had existed in the past that Sephora had been in talks with M&S. WWD last reported on the possibility in January 2008.

For M&S, the new beauty offer will help lure new customers and enrich existing customers’ shopping experience. Sephora said this tie-in marks the next step in its growth strategy.