Sephora: Sarah Boyd appointed managing director UK

By

Sarah Ahssen

Published
Dec 2, 2022

A few days after the appointment of Guillaume Motte as Sephora's CEO, the selective perfume chain has promoted Sarah Boyd to the position of managing director of Sephora UK. A position she will start on January 2, 2023. She will report to Sylvie Moreau, president of Sephora Europe and Middle East.

Boyd joined Sephora in 2018 and has held the role of general manager of the Southeast Asia and Oceania region for the past two years. Based in Singapore, she was responsible for 16 countries. Previously, she worked for groups such as L'Oréal, Coca Cola and was commercial director of the Bourjois brand in the UK.

The new manager will succeed Sarah Miles, who is leaving the group. The latter was CEO of Feelunique.com, the British beauty products retailer acquired by Sephora in September 2021, becoming Sephora.co.uk on October 17.

The perfume chain is commited to enter the UK market, where it has not been present since 2005 and is even planning to reopen physical stores locally. The first one should take place in spring 2023 in London.

Owned by the LVMH group, Sephora has 3,000 stores in 35 countries.