UNITED KINGDOM — Sephora has opened 15 stores in the United Kingdom since 2023, marking its return to a market it exited nearly two decades ago. The beauty retailer’s reentry includes physical locations in London, Bristol, Edinburgh, and Glasgow, as well as an expanded digital presence across the U.K.

The company previously operated in the U.K. for five years before closing all its stores in 2005. At the time, Sephora cited high rents and tough competition as reasons for its withdrawal from the British market.

Sarah Boyd, Sephora’s U.K. managing director, said the company’s current strategy differs from its earlier approach. "Sephora’s second attempt at conquering Great Britain is rooted in earning its place in each city before it cuts the ribbon," she said.

The retailer, owned by luxury conglomerate LVMH, is a French multinational chain of cosmetics stores founded in 1969. Its renewed push into the U.K. combines brick-and-mortar retail with e-commerce to meet evolving consumer habits.

Why It Matters

Sephora’s return reflects a broader trend of international beauty brands testing the resilience of the U.K. retail sector after years of economic uncertainty. The company’s emphasis on localized market integration suggests a more cautious and community-oriented strategy compared to its initial expansion.