Since re-entering the British market in 2022, Sephora has expanded with pace across the nation. The retailer will have opened seven stores in the UK by the end of 2024—including locations in London, Newcastle, and Manchester—evidencing its work in the region to broaden brand presence while increasing profits.
Unlike its struggles in London in the early 2000s (where low income and high rents drove the business out of town), sales from Sephora’s re-entry into England exceeded predictions by 300%, with online impressions reaching 115 million in the first few days of launch. Despite a busy couple of years, Sephora has no plans to slow down its growth and has already announced its first British store opening planned for 2025—a 6,727-square-foot space at Liverpool One shopping center.
"2025 is shaping up to be the biggest year for store openings since 2008, so we’re hugely excited to welcome visitors to experience it for themselves when this city-first launches early next year,” said Sarah Boyd, Managing Director of Sephora UK. “We have had immense demand from our fans in Liverpool to open a store in their city, and we are excited to open one in a place that embodies remarkable energy and boasts a rich and vibrant history that resonates with our brand.”
The Liverpool location will stock similar high-profile brands seen in existing Sephora’s across the UK, including Glossier, Rare Beauty, Tatcha, Kayali, and Glow Recipe, alongside many more. It will also host beauty bars providing personal services across makeup, skincare, and haircare.
Boyd spoke of “immense demand” from consumers to expand into Liverpool. While few details have been given of what can be expected in-store regarding aesthetics, she affirmed that the locations will be “a store format that reflects the spirit of the city."
"Liverpool has been a key location in our brand expansion plans, and we were prepared to wait for the right opportunity, which this prominent Liverpool One unit provides,” Boyd added. “As we prepare to welcome both new and existing customers, we are looking forward to creating a truly memorable and enchanting experience at Liverpool One.”
The upcoming store will join hot competition close by, as retailers including Boots and SpaceNK already have a presence at Liverpool One, as well as brands such as Charlotte Tilbury, MAC Cosmetics, and Jo Malone London. Despite a strong beauty presence in the area already, Rob Deacon, Asset Management Director at Liverpool One, described Sephora as a brand that “represents exactly what Liverpool One looks for” when expanding its door offerings. Deacon praised the retailer for its ability to “deliver a bold, compelling concept,” evidencing its cemented success on the UK scene, created from a determination to achieve in the British market having been given a second opportunity.
Before the end of the year, Sephora is due to open doors at new locations in the Birmingham Bullring and Bluewater in Kent. When the retailer re-entered the market in 2023, it was unclear how many stores it planned to open, but its continued expansion indicates a significant push to become a household name in the UK as quickly as possible. According to reports, other rumoured locations expected to open in 2025 include venues in Glasgow and Leeds.
Sephora’s UK journey is a key part of its global growth strategy, reflecting its goals to strengthen its position as one of the world's top beauty destinations. The retailer's continued success in the UK is not only boosting profits but also increasing brand visibility, furthering its dominance in prestige beauty. The business's ongoing expansion supports its parent company LVMH's broader retail ambitions, after Sephora contributed to a 25% retail rise in LVMH’s selective retail division, signaling both entities' intent to capture more of the market share globally.
