DCYPHER Beauty has announced that its personalised beauty technology will launch in John Lewis stores from August, beginning at the retailer’s Oxford Street flagship before rolling out across the wider John Lewis estate through to Spring 2027.
According to the brand, the launch marks a global first for the beauty industry, bringing real-time, mixed-to-measure beauty technology into physical retail. Customers will be able to have a personalised complexion product created in under two minutes, with each formula mixed on demand to match their individual skin tone.
The announcement follows a period of growth for DCYPHER Beauty, which has created more than 90,000 unique skin tone matches and reported 2x month-on-month revenue growth over the past year.
Commenting on the launch, Co-Founder Ruth De Leo said: “For too long, beauty has been built around compromise, asking customers to adapt to predefined shades and settle for the closest possible match. DCYPHER puts the individual at the centre of the entire process. There are no pre-made shades, and zero approximation.”
The Oxford Street launch is the first phase of a wider rollout across the John Lewis estate, with completion expected by Spring 2027.
