The acquisition of Feelunique, which is based in the UK market, is a key move in growing the LVMH-owned beauty retailer’s presence in Europe. It’s the first step for Sephora in entering the UK market, which Sephora president and chief executive Martin Brok called “one of the top 10 biggest prestige beauty markets worldwide, with a very high level of digital adoption.” The transaction is expected to close during the second half of 2021.

The news comes after the luxury beauty giant announced in June a long-term partnership with European e-commerce platform Zalando, which will see Sephora launch in Germany in the fourth quarter of 2021, and expand into other European markets in 2022.

Learn more: Sephora and the State of Beauty Retail

The LVMH-owned beauty giant is surrounded by daunting challenges across channels and markets as rivals emerge. This week, BoF unpacks the next chapter of Sephora, and what’s in store for the beauty industry as a whole.