John Lewis is reinforcing its beauty category through a new exclusive partnership with Skin Cupid, a specialist in Korean skincare and haircare, alongside expanded loyalty initiatives and advisory services. The move aims to meet rising consumer demand for beauty products, particularly Korean beauty (K-beauty). As part of the partnership, around 20 Korean beauty brands will be available online at John Lewis, including Beauty of Joseon, Medicube, Anua, Unove, Manyo, S.Nature, and Dr Different. Physical shop-in-shop locations are planned for stores in Cambridge, Kingston, and Leeds, where customers can receive in-person advice from Skin Cupid’s trained specialists.
The retailer has also introduced MyJL Beauty, a loyalty program offering exclusive offers, events, curated beauty content, and personalized rewards. A promotional beauty box is set to launch in late May for customers meeting a minimum spend threshold. Additionally, John Lewis has expanded The Beauty Society, an advisory service providing personalized consultations and product guidance from trained Beauty Guides. The service is now available in nine stores, building on the retailer’s in-store personal styling service, which saw an 8% increase in appointments last year.
Helen Spencer, Director of Beauty at John Lewis, said: "Beauty customers are changing the way they shop. They are increasingly researching ingredients, trends and products before coming to us for trusted advice and the chance to try products in person. Through Skin Cupid, MyJL Beauty and The Beauty Society, we are giving customers new ways to discover brands, access expert guidance, and be rewarded for shopping beauty with John Lewis." Beauty sales at John Lewis have risen by 42% since 2020, with searches for Korean skincare increasing by nearly 800% over the past year. Beauty remains a key focus within the company’s £800 million transformation program. Six of its 34 Beauty Halls were upgraded last year, with further updates planned. The retailer now operates 540 specialist beauty counters, over 400 beauty services, and nearly 70 treatment rooms, employing around 1,800 beauty specialists.
Earlier this year, John Lewis launched a pilot on TikTok Shop, with beauty products central to its social commerce strategy, and expanded into on-demand shopping through Uber Eats.
Source: Read the original report | Published: April 29, 2026