Exactly three months after the unveiling of Sephora UK e-commerce, the retailer has announced Westfield London in White City as its debut UK location 

The beauty retailer has confirmed the acquisition of a 6000+ sq retail lot for its first store. Upon the opening, shoppers will be able to access 135 brands including Fenty Beauty and Jo Malone, and others – including Tarte Cosmetics and One/Size – that have previously been unavailable in the UK.

The destination will be familiar to Sephora shoppers, who will still be able to peruse the infamous minis aisle or make the most of try-you-buy. However, the store will enter new realms of retail experience which will enable consumers to explore their favourite beauty buys in AI at the stores Grand Beauty Hub. This will provide ‘memorable experiences for customers as they explore makeup, skincare, haircare, fragrance, body and personalised gifting’.

Westfield London’s Sephora will be manned by ‘passionate hand-picked cast members who will welcome all customers to a vibrant, diverse and inclusive environment where all their imagination can roam free as they all discover their extraordinary forms of beauty.’

On the announcement, Sephora President Europe, Middle East Sylvie Moreau said: ‘Sephora has transformed the beauty experience of customers all over the world and we are delighted to bring our inspirational in-store environment to London, which has some of the most demanding beauty fans in the world.

‘We know that London’s youthful and inventive vibe is one of the best places on in the world for us to introduce some of the innovations that will make the Sephora experience even more extraordinary in the future.’ Understanding the British consumer has been key to the success of the team’s global marketing. Through the acquisition of FeelUnique, Sephora UK has unique access to consumer insights. 

Since the launch of its online channels, UK consumers have shown a sustained appetite for an IRL space. ‘Sephora is one of the most requested stores by Westfield London customers and I am delighted they have chosen our destination to open their first physical store in the UK,’ says Katie Wyle, General Manager at Westfield London.

“The launch of their store marks the growth of our beauty offer and will be a landmark moment for beauty fans where they can discover Sephora’s compelling brand mix combined with a high energy, digitally enhanced in-store experience. We’re now on the countdown to what will be an extraordinary opening day!’