John Lewis has unveiled the first of its new immersive beauty halls in Liverpool, marking the start of a multi-million-pound investment to bring beauty discovery destinations to its stores.

In what it describes as a ‘new era’ for beauty, the John Lewis Liverpool Beauty Hall is the first of six, including Bluewater, Solihull and Cambridge, scheduled for transformation in 2025. It will serve as the blueprint for the national expansion of the retailer’s beauty offering, which includes a new partnership with Rihanna’s Fenty Beauty, and follows a +40% increase in John Lewis’ beauty sales over the last five years.

Moving beyond the traditional counter-based beauty model, John Lewis’ new offering aims to create expansive, sensory spaces for customers to discover new brands. It will also allow shoppers to learn from trusted experts and offer treatments and consultations, making shopping journeys more service-oriented and socially-led.

John Lewis’ physical stores are the “heartbeat of the brand,” Vikki Kavanagh, Chief Commercial Officer at John Lewis, explained. “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,” Kavanagh continued. “Ultimately, John Lewis aims for everyone who walks through its doors to leave feeling genuinely inspired.”

“It is exciting to see [John Lewis] investing in its Beauty Halls, something we know today’s consumer is loving – and spending on – more than ever,” Millie Kendall OBE, CEO of the British Beauty Council, said. “These nationwide revamps will unlock new experiences for beauty lovers across the UK and support the continued growth of our £30.4billion industry.”

Upon completion, John Lewis’ Beauty Hall makeover will see it offering 540+ beauty counters, almost 70 dedicated treatment rooms and over 400 distinct beauty services nationwide.