The Interview in partnership with Industry Beauty: Alexandra Scolding, Director of Beauty at Debenhams

What do you think are the biggest opportunities and challenges in the beauty sector today? 

The biggest opportunity is how technology allows us to understand and serve customers in a far more personal way – from tailored product recommendations to richer digital experiences. Customers are also more informed and intentional in their purchasing, which helps drive innovation and raise standards across the board.

The challenge is differentiation. It’s a very dynamic and crowded market, so brands and retailers have to be absolutely clear about their purpose, their customers and their point of view.

What key skills do you need to have as a leader today, in general and in beauty?

Clarity, agility and empathy. You need to be able to make confident decisions in a fast-moving environment, but you also need to bring people with you. The best leaders today are commercially sharp, digitally fluent and deeply collaborative. In beauty in particular, successful leadership comes from balancing instinct with insight – understanding both the numbers and the nuances of what customers are feeling.

 

Why is it important that people pursue entrepreneurship or senior leadership roles in their careers? 

Because those roles shape the future of the industry. They create new opportunities, challenge existing models and open doors for the next generation. When people step into leadership – whether by building a business or leading within one – they don’t just change their own trajectory; they influence the direction of the industry.

 

How can people be encouraged to pursue entrepreneurship or senior leadership roles in their careers? 

By giving them visibility, access and confidence early on. That means real responsibility, strong mentorship and seeing people like themselves in those positions. When talent understands that their voice is valued and their ideas can translate into action, ambition grows naturally.

 

How important is beauty to Debenhams? How does it perform for the digital department store? 

Beauty is a cornerstone of our strategy. It’s a category that drives discovery, loyalty and frequency, and it allows us to build genuine authority with our customers. In a digital department store, it plays a unique role because it combines everyday essentials with moments of indulgence – and that’s incredibly powerful from both a customer and a commercial perspective.

 

As an online retailer, how do you ensure a seamless customer journey – especially when consumers are unable to explore in-person? 

It’s about removing barriers and adding inspiration at every touchpoint. We focus on frictionless navigation and journey, credible content, expert guidance and fast, reliable fulfilment. The goal is to create an experience that feels as personal and confident as shopping in-store – one where the customer feels informed, excited and completely supported in their choices.

 

What key trends in beauty products or consumer behaviour are you most excited about right now? 

Customers want efficacy, transparency and value, and brands are responding with incredible innovation. There’s also a growing connection between beauty, wellness and self-expression, which is opening up new and meaningful ways for customers to engage with the category.

I am excited about innovation from emerging markets – K-beauty is now a mainstay, and I am keen to see what Arabian, Indian and South American beauty can deliver. I am also particularly interested in the intersection of beauty x wellness x longevity, and how the rise in adoption of weight-loss medication will impact the beauty industry.

 

How do you see the beauty retail landscape evolving and how is Debenhams positioning itself to stay ahead? 

Authority, experience and deep personalisation will define the winners. Customers are looking for trusted destinations that curate the very best brands and make shopping effortless and inspiring. Our focus is on building that authority through strong brand partnerships, exclusive launches, data-led insight, and a seamless digital experience that keeps pace with how our customers live and shop.

 

How does Debenhams decide which new beauty brands or products to stock? How can brands impress you? 

We’re looking for a clear point of view, a genuine connection with the customer, and the operational strength to scale. The most exciting brands are the ones that understand who they are, who they’re for and what makes them different – and can support that with great product and a strong commercial foundation. When that comes together, it creates real momentum for both the brand and for us. I am particularly impressed when a brand truly understands both their customers and ours, as well as the retail landscape.