Skin Cupid, the UK’s leading Korean beauty destination, is bringing its education-first approach to K-beauty into John Lewis, in a partnership that will reshape how Korean skincare is sold on the British high street.
The exclusive deal will see 20 Korean skin and haircare brands roll out at johnlewis.com from this month and Skin Cupid’s first-ever physical shop-in-shops opening in Cambridge, Kingston and Leeds this Summer.
Searches for Korean skincare at John Lewis are up nearly 800% year-on-year, and UK shoppers are increasingly buying by ingredient rather than brand: hyaluronic acid searches are up 127%, azelaic acid 110%, peptides 91% year-on-year.
Every brand that Skin Cupid stocks is curated for ingredients and efficacy, every campaign explains what products actually do, and a passionate community of skincare lovers has come to trust Skin Cupid as the place to learn about K-beauty before they buy.
Melody Yuan, CEO and founder of Skin Cupid, says: “This was never about scale for scale’s sake. We’re thrilled to have found a partner who shares our belief that beauty should be about trust, expertise and helping people make confident choices for their skin, not pushing the next hyped product.
John Lewis is exactly that. Their commitment to customer experience and quality advice mirrors how we’ve always done things, and that match means we can bring our community-first approach to a much bigger audience without losing what makes us different.”
Skin Cupid lets customers shop by brand, by ingredient and by skin need, with education woven into every product page, campaign and curation decision.
That same approach will define the new shop-in-shops, bringing Skin Cupid’s signature mix of expertise and warmth face-to-face for the first time outside London.
Expect ingredient-led displays, routine-building help and the kind of honest, useful advice that has made Skin Cupid the place UK shoppers turn to when trying Korean skincare for the first time.
The 20-strong line-up brings some of Korea’s most exciting names to John Lewis, including Beauty of Joseon, Medicube, Anua, Unove, Manyo, S.Nature and Dr Different. Skin Cupid was first to introduce many of them to British shoppers.
“We’ve spent years quietly becoming the trusted voice for Korean skincare in the UK. The John Lewis partnership turns up the volume on that mission. Our ambition is for Skin Cupid to be the name British shoppers think of whenever they think Korean beauty, whether that’s their first sheet mask or their tenth. There’s a lot more coming.”
Skin Cupid shop-in-shops will open in Cambridge, Kingston and Leeds this summer. The full 20-brand line-up will be available online at johnlewis.com from summer 2026, with curated edits in wider John Lewis Beauty Halls.
