Sephora to open first West End store on Carnaby Street

Sephora is set to open its first store in London’s West End on Carnaby Street.

The beauty retailer’s new space will be located at 5-7 Carnaby Street and span over 4,400 sq ft with 2,600 sq ft of trading space.

The store will also feature the brand’s new ’boutique’ format, which has more of a focus on curated edits, in-store advice, and speed of service.

Through partnering with Sephora for this West End debut, Shaftesbury Capital has looked to further evolve the beauty and cosmetics offer on Carnaby Street. Sephora will sit alongside K-beauty brand PURESEOUL, Charlotte Tilbury’s ‘Beauty Wonderland’, and the likes of Grown Alchemist, Pixi, Sculpted by Aimee, and Aesop within Soho’s surrounding streets.

William Oliver, director of retail and restaurant leasing at Shaftesbury Capital, 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.”

The signing of Sephora at Carnaby Street follows a series of new retail additions to the destination. 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 womenswear retailer Kookaï.