John Lewis is making a major change to its beauty department in six UK stores as part of plans to transform customer’s shopping experience.
The retailer this month began the national rollout of its immersive, multi-sensory Beauty Halls, which will focus on service and “shopping journeys” where customers can discover new brands, learn from trusted experts and try products through treatments and consultations. The initiative kicked off with the reopening of the John Lewis Liverpool Beauty Hall, which has expanded by 40% to cover almost 16,000 sq ft and now features 132 beauty brands.
A total of 23 beauty counters have been expanded, upgraded or newly installed, and the upgrade also introduces exclusive new brands to the city for the first time including Trinny London, Byredo, Guerlain and Maison Francis Kurkdjian, among others.
The Liverpool store is the first of six Beauty Halls scheduled for transformation this year and will serve as the blueprint for the national expansion, which includes a new partnership with Rihanna’s Fenty Beauty.
On completion, John Lewis will offer more than 540 beauty counters, almost 70 dedicated treatment rooms, and more than 400 distinct beauty services nationwide.
The national expansion will bring similar transformations to the Bluewater, Solihull, and Cambridge stores before the end of 2025.
Vikki Kavanagh, Chief Commercial Officer at John Lewis, said: “John Lewis is making this commitment because its stores are the physical heartbeat of the brand.
“While our digital store offers convenience, our physical stores are designed for connection and discovery, ensuring customers receive the full John Lewis experience, however they choose to shop.
“The vision is for the stores to be destinations where people can discover and shop curated collections, learn from an expert, try a new beauty treatment, or meet a friend for lunch. Ultimately, John Lewis aims for everyone who walks through its doors to leave feeling genuinely inspired.”
The retailer says the investment is part of a broader £800m commitment to the John Lewis brand and coincides with a period of substantial growth in its beauty category, which has seen sales increase by more than 40% in the last five years.
The new concept moves beyond the traditional counter-based model to instead create expansive, sensory spaces for customers where the focus is on service and social shopping journeys.
Millie Kendall OBE, CEO of the British Beauty Council, added: “John Lewis has long been a cornerstone of the British high street, much like hair, health and beauty salons which have consistently had the highest number of retail businesses across UK high streets for the last decade.
“It is exciting to see the retailer investing in its Beauty Halls, something we know today’s consumer is loving – and spending on – more than ever. These nationwide revamps will unlock new experiences for beauty lovers across the UK and support the continued growth of our £30.4bn industry.”
