THE WHAT? Sephora has confirmed the location and specifics of its hotly anticipated UK store. The LVMH-owned retailer re-launched onto the UK market last autumn with an online store and is set to follow up with a bricks and mortar site in March, according to a report published by The Independent.

THE DETAILS The new store will be located in London’s Westfield White City and stock more than 135 beauty brands, including the perfumery chain’s own Sephora Collection as well as Vegamour, Skinfix and Makeup by Mario.

THE WHY? Sephora has tried and failed to crack the UK market before but, if the hype surrounding each rumor of its return is anything to go by, the beauty retailer’s return will be triumphant. However, it goes without saying that launching a new presence in the midst of a recession is a bold move.