John Lewis is stepping up its investment in beauty with a new exclusive partnership with Korean skincare specialist Skin Cupid and an enhanced offer for its MyJL loyalty members.
The department store chain will open three Skin Cupid shop-in-shops and offer a selected range of K-beauty products in its Cambridge, Kingston, and Leeds locations.
John Lewis will also launch 20 Korean skin and haircare brands online, such as Beauty of Joseon, Medicube, Anua, Unove, Manyo, S.Nature, and Dr Different.
The partnership forms part of the retailer’s bigger push on loyalty, which also includes the launch of MyJL Beauty and the expansion of its brand-agnostic advisory service The Beauty Society.
John Lewis said it was expanding its MyJL loyalty proposition to offer a new community for beauty-loving members, where they will receive tailored rewards and personalised offers on selected items.
The retailer’s Beauty Society, which offers impartial personalised consultations and expert beauty and skincare advice from its specially-trained Beauty Guides, is now available in nine of its stores.
The big push into beauty comes as John Lewis continues to transform its beauty halls under an £800m store investment. The retailer upgraded six of its 34 beauty halls last year, transforming the spaces into “immersive discovery destinations”.
There are now 540 specialist beauty counters, over 400 individual services, and nearly 70 dedicated treatment rooms across its entire estate.
John Lewis reported beauty sales have rocketed 42% since 2020, and searches for Korean skincare are up almost 800%.
John Lewis director of beauty Helen Spencer 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.”
“These launches mark an important step in our broader beauty push as we continue to invest in the category across stores, loyalty, and digital channels.”
Skin Cupid chief executive Melody Yuan 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, and we cannot wait to bring our expertise, brands, and community spirit to shoppers across the UK.”
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