John Lewis will partner exclusively with Skin Cupid to launch its first Korean beauty shop-in-shops, as its invests more broadly in its beauty offering through loyalty innovation and new store services.

John Lewis will focus on beauty as a strategic growth category, having seen beauty sales grow by +42% since 2020. Shopping wellness with increasing maturity, its customers now search by ingredient, efficacy and results, rather than just by brand alone.

In response to rising demand for Korean skincare – with searches soaring ~800% over the past year – John Lewis will open shop-in-shops with Skin Cupid, the UK’s leading Korean beauty retailer. The new format will come to its Cambridge, Kingston and Leeds locations in Summer 2026 and the retailer will also launch 20 Korean skin and haircare brands online.

This beauty focus will also be reflected in changes to the My John Lewis loyalty programme, with the launch of MyJL Beauty this week. The scheme will offer tailored rewards and personalised offers based on beauty spend online and in-store.

Addressing the growing demand for trusted advice, with in-store personal styling appointments rising by +8% last year, John Lewis has rolled out Beauty Society. The dedicated in-store service will offer personalised consultations and expert advice from specially-trained Beauty Guides at nine stores, helping customers discover and compare products.

“These launches mark an important step in our broader beauty push as we continue to invest in the category across stores, loyalty and digital channels,” said Helen Spencer, Director of Beauty at John Lewis.

“Through Skin Cupid, MyJL Beauty and The Beauty Society, we are giving customers new ways to discover brands, access expert guidance, and be rewarded for shopping beauty with John Lewis,” Spencer added.