The initiative kicks off with the reopening of a revamped beauty hall at John Lewis in Liverpool.
The reimagined space has been expanded by nearly 40%, now spanning 16,000 sq ft. It showcases 132 premium brands, includes 23 new or enhanced counters, and brings brands including Elemis, Trinny London, Byredo, and Maison Francis Kurkdjian.
As the first of six stores set to undergo transformation this year, the Liverpool location will serve as the blueprint for the retailer's nationwide expansion.
The new concept moves beyond the traditional counter-based model, introducing expansive, sensory spaces where customers can discover new brands and products, learn from trusted experts, and experience products through treatments and consultations.
The space focuses on service and social shopping journeys to create an integrated experience, "where the sensory world of the stores and the convenience of digital channels complement one another".
It also 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.
Vikki Kavanagh, Chief Commercial Officer at John Lewis, said: "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."
It comes as John Lewis employees could be in line for a bonus for the first time in four years, as the retailer pushes ahead with its turnaround strategy.
The payout depends on the employee-owned partnership surpassing a £200 million profit target. According to The Financial Times, the company stated that if profits exceed that threshold, "we would recommend to the board that we pay a bonus".
The group said it is "aiming to make over £200 million profit" for the year ending January 2026, adding that "to get there we need to keep focused on the right things and deliver our plans."
New Chairman Jason Tarry is leading the company's revival following a tough stretch of declining sales and financial losses.
For the year ending January 2025, profit before tax rose to £97 million, up from £56 million the previous year. This marked the company’s second consecutive year of positive earnings, after three years of losses. It expects to grow profits further in the current financial year.
