LVMH-owned beauty retailer Sephora will debut a new boutique store concept in London this year, marking a new chapter in its UK expansion.

The launch will bring two specialised boutiques this summer: A 2691sqft store on Carnaby Street and a 2045sqft boutique at Old Spitalfields Market.

Sephora said the move is driven by customer feedback on how the brand can better serve them through “intimate yet immersive spaces”, complementing its large-store formats and refining its business strategy.

“Customers shared they want premium beauty to fit seamlessly into everyday life: quicker visits, curated edits and expert advice without the time commitment of a destination shop,” the company said in a statement. It described the new format as a modern retail approach by blending the thrill of discovery through cult beauty brands and exclusive collections with a more tailored, convenient experience.

“This exciting new concept therefore opens the door to reaching new audiences based on their shopping behaviours, delivering a ‘pop-in’ experience reminiscent of the UK’s high street culture.”

In-store services will include redeemable beauty consultations, gift wrapping and engraving, alongside Sephora UK’s new beauty scan technology that provides customers with data-driven insights and more personalised product recommendations.

“London is incredibly important for Sephora UK, as it is where we opened our first two stores, and we can feel the love and demand from our beauty community in the capital continue to flourish and grow,” said Sarah Boyd, MD of Sephora UK.

“We always listen to our community, and they have been desperate for us to open more stores in Central London – so we wanted to deliver on that.”

Besides, Sephora will continue to open large-format stores in key UK regional cities, while aiming for 20 locations in the market by the end of the year. Its 14th site at Cabot Circus in Bristol is also due to come in the spring.

• Further reading: ‘Quiet Hours’: Sephora introduces low-stimulus shopping.