Real estate investment trust Shaftesbury Capital has announced that Sephora UK will be opening its first West End store later this year in Carnaby Street.
The new shop can be found at 5-7 Carnaby Street and will feature a new boutique format.
It will span over 4,400 square ft in total (2,600 square ft of trading space) and will feature an array of brands, many of which are exclusive to the beauty retailer.
Consumers can expect to find curated edits, expert advice and speedy service, as well as ‘Beauty Scan’ technology, which will be able to create “personalised recommendations”.
William Oliver, director of retail and restaurant leasing at the real estate investment trust 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, complementing the existing retail mix and aligning with Carnaby Street’s appeal to such a broad consumer base.
“That we’ve been able to secure this first site in the West End is a clear sign of Carnaby Street’s reputation for best-in-class retail, and it will be really exciting to reveal this unique space in the summer.”
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Sephora UK can be found alongside Charlotte Tilbury’s ‘Beauty Wonderland’ and K-beauty brand Pureseoul. Other beauty offerings in the surrounding area include Pixi, Sculpted by Aimee, Grown Alchemist and Aesop.
The new opening in Carnaby Street follows a series of new additions to the destination. In 2026, Shaftesbury Capital signed for the European debut of US fashion brand Edikted, a new flagship for K-Way and a UK return for womenswear store Kookai.
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.”
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