John Lewis is commencing the national rollout of its immersive, multi-sensory Beauty Halls, backed by a multi-million-pound investment designed to transform its stores into beauty discovery destinations.
This initiative begins with the reopening of the John Lewis Liverpool Beauty Hall. The Liverpool store is the first of six Beauty Halls scheduled for transformation this year and will serve as the blueprint for the national expansion, which includes a new partnership with Rihanna’s Fenty Beauty.
This significant investment is part of a broader £800m commitment to the John Lewis brand. It coincides with a period of substantial growth in John Lewis’s beauty category, which has seen sales increase by over 40% in the last five years, attracting new customers both in-store and online, and driving customer frequency.
The new concept moves beyond the traditional counter-based model, creating expansive, sensory spaces where customers can discover new brands, learn from trusted experts, and experience products through treatments and consultations. This focus on service and social shopping journeys is designed to create a truly integrated experience, where the sensory world of the stores and the convenience of digital channels complement one another.
The reimagined Liverpool Beauty Hall has been expanded by almost 40% to 16,000 sq ft. It now houses 132 premium brands, features 23 new or expanded counters, and introduces exclusive brands to the city for the first time, including Trinny London, Byredo, and Maison Francis Kurkdjian.
Vikki Kavanagh, chief commercial officer at John Lewis, stated: “John Lewis is making this commitment because its stores are the physical heartbeat of the brand. 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.”
Rihanna, founder of Fenty, added: “I am proud to expand our Fenty Beauty brands even further by finally launching at John Lewis in the UK. I look forward to connecting with their amazing beauty community.”
The national expansion will bring similar transformations to the Bluewater, Solihull, and Cambridge stores before the end of 2025. Upon completion, John Lewis will offer over 540 beauty counters, almost 70 dedicated treatment rooms, and more than 400 distinct beauty services nationwide.
Millie Kendall OBE, CEO of the British Beauty Council, commented: “John Lewis has long been a cornerstone of the British high street, much like hair, health and beauty salons which have consistently had the highest number of retail businesses across UK high streets for the last decade. It is exciting to see the retailer investing in its Beauty Halls, something we know today’s consumer is loving – and spending on – more than ever. These nationwide revamps will unlock new experiences for beauty lovers across the UK and support the continued growth of our £30.4bn industry.”
