John Lewis is embarking on a nationwide rollout of its new immersive Beauty Halls, part of a multi-million-pound investment to reimagine its stores as destinations for beauty discovery.
The initiative kicks off with the reopening of the Liverpool Beauty Hall, the first of six transformations planned for this year. Liverpool will act as the blueprint for further store revamps and introduces an exclusive new partnership with Rihanna’s Fenty Beauty.
This development forms part of John Lewis’s wider £800 million investment programme and comes amid impressive growth in its beauty division, with sales up more than 40% over the past five years. The category has played a major role in attracting new customers both online and in-store while also increasing shopper frequency.
Moving away from the traditional counter-based model, the new Beauty Halls focus on expansive, multi-sensory spaces where visitors can explore brands, access expert advice, and experience products first-hand through treatments and consultations. By blending in-person service with the convenience of digital channels, John Lewis aims to deliver a fully integrated shopping experience.
Liverpool’s reimagined Beauty Hall has grown by almost 40% to 16,000 sq ft and now features 132 premium brands, 23 new or extended counters, and city-first arrivals 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 rollout will continue with major upgrades to John Lewis stores at Bluewater, Solihull, and Cambridge before the end of 2025. Once complete, the national expansion will offer customers more than 540 beauty counters, close to 70 treatment rooms, and over 400 different beauty services across the UK.
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.”
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