Sephora UK signs for first West End location and new store concept on Carnaby Street
Shaftesbury Capital has announced that Sephora UK will launch its first West End store later this year, under a new ‘boutique’ format, at world-famous shopping destination, Carnaby Street.
The new store, spanning over 4,400 sq ft in total and with a 2,600 sq ft trading space, builds on the brand’s position as a leading global retailer in beauty. By introducing this new boutique at 5-7 Carnaby Street, visitors to central London will, for the first time, have access to an extensive array of iconic brands, products, and collaborations, many of which are exclusive to Sephora UK. The new concept has more of a focus on curated edits, expert advice, and speed of service, with a different facade and ‘Beauty Scan’ technology, which will create more personalised recommendations and a seamless multi-channel experience.
Through partnership with Sephora UK for this West End debut, Shaftesbury Capital has further evolved the beauty and cosmetics offer on Carnaby Street, bringing together the most popular brands in the sector. Sephora UK will sit alongside leading K-beauty brand PURESEOUL, Charlotte Tilbury’s ‘Beauty Wonderland’, and the likes of, Grown Alchemist, Pixi, Sculpted by Aimee and Aesop all featuring on Soho’s surrounding streets.
William Oliver, Director of Retail & Restaurant Leasing at Shaftesbury Capital, commented: “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.”
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.”
The signing of Sephora UK at Carnaby Street follows a series of new retail additions to the world-famous destination, reinforcing its position as a hub for debut stores and unique concepts from international powerhouse brands. In 2026 alone Shaftesbury Capital has signed a European debut for US fashion brand Edikted, a new flagship and West End first for outerwear specialists K-Way, and a return to the UK for Kookaï, the womenswear retailer launching its refreshed iteration under new ownership.