The business saw growth across both new and returning customers, alongside an increase in average order value, reflecting continued investment in both acquisition and retention strategies, as well as expansion across its product catalogue.
Fragrance was a key driver of performance, alongside continued strength in Skincare and Makeup. The retailer also highlighted growing momentum within its Sun & Tan category as it enters its peak season.
Alongside this, Justmylook invested in a series of experiential events designed to drive awareness and engagement during key trading moments. Across the quarter, five events were delivered, including an influencer staycation at Grantley Hall to celebrate Mother’s Day and International Women’s Day, ‘The Great Beauty Hunt’ and a floral workshop to support its Haircare Event, ‘Rooted’. These activations helped to amplify reach, create standout brand moments and deepen customer connection.
Luke Williams, Founder and Managing Director of Justmylook, said: “Q1 total sales grew strongly, up +29.4% YoY, parallel to this new customer acquisition grew +16.8%, while returning customers grew more sharply at +29.8%.
The faster growth in returning customers is encouraging and aligns with our strategic focus on customer retention as well as acquisition. AOV also increased which is a positive signal, demonstrating our wider breadth of catalogue is facilitating a higher spend per transaction.
Fragrance was the standout winner, doubling in sales year-on-year and driving the largest absolute revenue contribution. Skincare and Makeup also delivered strong growth, the former being driven by key K-Beauty brands such as Medicube and Beauty of Joseon. Sun & Tan is an emerging category showing positive growth signals as it enters its seasonal peak.
Marketing activity played a key role in supporting this momentum, driving both reach and audience growth across multiple channels. Large-scale brand exposure through TfL/OOH helped to build awareness at scale, while paid social activity across Meta and TikTok delivered strong engagement and visibility.
