Sephora

Sephora chose Carnaby Street for its first store in London's West End, opening in July 2026 with a new format the beauty giant is calling its boutique concept. After years away from the UK high street, the brand returned with a smaller, more curated kind of shop, and it picked the pedestrianised heart of Carnaby to show it off.

For anyone after a proper beauty store in Soho, it is a significant arrival. The 4,400 sq ft space, with around 2,600 sq ft of trading floor, leans on edited ranges, in-store advice and quick service rather than the sprawling warehouse feel of a flagship, bringing Sephora's mix of make-up, skincare, fragrance and its own label to the middle of the West End's busiest shopping street.

What to expect from this beauty store in Soho

Expect a curated spread of prestige and emerging beauty brands across make-up, skincare, haircare and fragrance, plus Sephora Collection own-label. The boutique format is built around discovery and advice, with staff on hand to help and a layout designed for a quick, guided visit rather than an aimless wander. It suits a targeted top-up as much as a browse.

The store and the format

This is the debut of Sephora's UK boutique concept, a deliberately compact take on the brand aimed at prime locations. Its Carnaby home puts it among the street's strong run of beauty names, near Too Faced, with more of the area's stores in our Soho shops listings. The opening marked a notable moment in Sephora's return to central London.

How a visit works

Sephora Carnaby is a walk-in store in the pedestrian zone, easy to reach from Oxford Circus and Piccadilly Circus. Ranges and services are on the brand's official site, and the West End opening was covered by WWD.