John Lewis is beginning to roll out its new “immersive, multi-sensory Beauty Halls” strategy after experiencing a 40% sales growth in its beauty category over the past five years.
The UK department chain is aiming to build on this consumer frequency and unveil “a new era for beauty” with a multi-million-pound investment plan that will transform the Beauty Halls in its stores into “beauty discovery destinations”.
John Lewis’ Liverpool store is the first of six Beauty Halls that will be revamped this year, serving as “the blueprint for the national expansion”.
It has been expanded by almost 40% to 16,000sqft, and now houses 132 premium brands, including a new partnership deal with singer Rihanna’s brand Fenty Beauty.
The hall now features 23 new or expanded counters as the business moves from a traditional counter-based model to creating “sensory spaces” where customers can discover and learn, and experience products through treatments and consultations.
The revamped space also brings exclusive brands to the city for the first time, including Trinny Woodall’s Trinny London, Byredo and Maison Francis Kurkdjian.
Similar transformations will take place at John Lewis’ Cambridge stores and its site in shopping centre Bluewater in Solihull before the end of 2025.
Inside the revamped Beauty Hall in John Lewis’ Liverpool store
Upon completion, John Lewis will offer more than 540 beauty counters, almost 70 dedicated treatment rooms, and more than 400 distinct beauty services nationwide.
“John Lewis is making this commitment because its stores are the physical heartbeat of the brand,” said Vikki Kavanagh, Chief Commercial Officer at John Lewis.
“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 UK beauty retail scene is heating up this year, with lots of new store concepts and players entering the space.
Space NK, recently acquired by Ulta Beauty, has just opened its new London flagship and launched a limited-edition Jellycat toy to mark the occasion.
UK health and beauty retailer Boots is opening its first fragrance-only store this autumn, while independent player The Perfume Shop has just unveiled its new boutique concept.
US giant Sephora is also continuing to roll out its UK bricks-and-mortar expansion plans.