Marks & Spencer has partnered with LVMH-owned cosmetics retailer Sephora to launch Sephora at M&S shops in 100 U.K. stores and on M&S’s website from next spring. M&S said the spaces are intended to attract new customers and increase visits from existing ones, while Sephora said the arrangement will extend its reach beyond its existing U.K. formats. The U.K. beauty market is approaching $7 billion and grew 1.2% in the 12 months ending July 19, according to WorldPanel by Numerator data cited by the companies. M&S held slightly more than 1% of the market during the latest 12-month period cited. The tie-up forms part of M&S’s broader beauty strategy, including investment in private-label products. Analysts said M&S has stronger existing traffic drivers and a more credible position with younger shoppers than Kohl’s had when it launched a similar Sephora partnership in 2020.