John Lewis teases new beauty launches for 2021

Following a retail deal with It Cosmetics last month, the world-renowned retailer is expected to take on a flurry of new beauty brands throughout the year

World-renowned retailer John Lewis is enticing beauty shoppers with a fresh band of partnerships for 2021.

Last month the department store chain, headed by Sharon White, struck a retail deal with It Cosmetics to join its beauty portfolio, and is expected to bring on a new selection over the next 12 months.

John Lewis said all of the deals are yet to be confirmed.

Meanwhile, John Lewis did reveal the names of its new fashion partners.

From this month, the group will welcome fashion brands Mango, Banana Republic, Kemi Telford and New Balance to its roster.



New brands have also been added across its baby category, including former Spice Girls band member Emma Bunton’s Kit & Kin, and accessories sector.

The announcement comes sixth months since the retailer opened a dedicated beauty tech department, with a focus on helping consumers tackle “multiple skin care concerns”.

“Offering great style and a wide range of prices, we are delighted to work with emerging, independent brands, championing them and providing them with access to our nationwide platform,” said John Lewis’ Head of Womenswear Jo Bennett.

“We are excited to share these new brands, many with brilliant sustainable credentials.”

Despite the flurry of upcoming partnerships, in its 2020 report John Lewis said it is preparing for customers to buy less beauty products in 2021.

According to the first-ever document dedicated to the cosmetics industry, shoppers will adopt a ‘buy fewer, buy better’ outlook for the new year.

Find out more about the report via the link below.


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