Makeup brand Saie is launching in Sephora UK stores on October 6, 2026, marking its first physical retail presence in the UK and Europe. This expansion follows sustained interest from British consumers, with London consistently ranking as Saie’s second-largest city audience across its social media channels.
The brand will introduce two-bay spaces within Sephora stores, allowing UK shoppers to test its formulas and textures in person. These dedicated spaces will enable customers to compare shades, handle products, and experience the finishes firsthand, enhancing their shopping experience.
Previously, Saie was available to British consumers online through Cult Beauty, which launched the brand exclusively in the UK in 2020. The transition to physical retail with Sephora UK signifies a new chapter in the brand’s growth strategy, leveraging the retailer’s prestige and reach.
A significant growth milestone
The move comes as Saie surpasses $100 million in revenue, with its Sephora partnership in North America, which began in 2021, playing a significant role in its growth. This milestone reflects the brand’s success in combining high-performance makeup with skin-focused formulations, resonating with consumers globally.
Founder Laney Crowell expressed excitement about the launch, stating, “It feels like a dream milestone” and highlighting the strong support from the UK community. She added, “Our UK community has been showing us so much love from afar since day one. Entering Sephora UK is a huge validation of what we’ve built.”
Crowell also noted that Sephora’s focus on prestige beauty and product discovery made it the ideal partner for Saie’s UK expansion.
Expanding physical presence and community engagement
The launch coincides with Sephora’s ongoing expansion in the UK, including the opening of its first boutique-format stores in London in July 2026. These boutiques, located on Carnaby Street and Old Spitalfields Market, introduce a smaller, more curated shopping experience alongside Sephora’s larger regional locations.
The retailer plans to reach 20 UK stores by the end of 2026, providing a growing platform for brands like Saie. Sephora UK Managing Director Sarah Boyd previously outlined this ambitious expansion plan, showing the retailer’s commitment to the UK market.
With plans for in-person events and local initiatives, Saie aims to deepen its relationship with UK followers and establish itself as a core part of its global community. Crowell concluded, “This is just the beginning of our UK story. We view the UK not just as a retail destination, but as a core pillar of our global community.”
