John Lewis is stepping up its investment in beauty, announcing a new partnership with Korean beauty retailer Skin Cupid alongside updates to its loyalty and in-store services.
The retailer will introduce 20 Korean skincare and haircare brands online and open Skin Cupid shop-in-shops in Cambridge, Kingston and Leeds this summer, bringing specialist expertise to customers outside London for the first time.
The move forms part of a broader beauty push, including the launch of MyJL Beauty – an extension of its My John Lewis membership programme – and the continued rollout of The Beauty Society, a brand-agnostic advisory service offering personalised consultations.
John Lewis is responding to shifting customer behaviour, with beauty sales up 42% since 2020 and growing demand for ingredient-led, results-driven products.
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.”
Melody Yuan, CEO of Skin Cupid, added: “We’re thrilled to be partnering with John Lewis to bring Korean beauty to more UK shoppers. Their reputation for quality and the trust they’ve built with customers made them the natural home for Skin Cupid.”
