John Lewis expands loyalty programme as it continues £800m transformation

John Lewis has expanded its My John Lewis loyalty programme, forming part of a broader strategy to expand its beauty category as it seeks to respond to rising consumer demand.

The department store has introduced MyJL Beauty, giving members access to exclusive offers, events and curated beauty content, alongside personalised rewards and promotions.

To meet demand for beauty advice, John Lewis has also expanded The Beauty Society. The service is now available in nine stores and is designed to help customers compare products across brands, offering personalised consultations and product guidance from trained Beauty Guides.

This builds on the retailer’s in-store personal styling service, which recorded an 8% increase in appointments last year, reflecting continued demand for expert guidance while shopping.

The move also includes an exclusive partnership with Skin Cupid, a specialist in Korean skincare and haircare, aimed at expanding access to Korean beauty products beyond London.

As part of the rollout, around 20 Korean beauty brands will be made available online at John Lewis, including Beauty of Joseon, Medicube, Anua, Unove, Manyo, S.Nature and Dr Different.

Physical shop-in-shop locations are also planned for stores in Cambridge, Kingston and Leeds, where customers will be able to access in-person advice from Skin Cupid’s trained specialists.

Helen Spencer, Director of Beauty at John Lewis, said: "Beauty customers are changing the way they shop. They are increasingly researching ingredients, trends and products before coming to us for trusted advice and the chance to try products in person.

"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.

"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."

It comes as beauty sales at John Lewis have risen by 42% since 2020, accompanied by growing consumer interest in ingredient-led skincare and beauty technology. Over the past year, searches for Korean skincare have also increased by nearly 800%.

As a result, beauty remains a key focus within the company’s £800 million transformation programme. Six of its 34 Beauty Halls were upgraded last year, with further updates planned.

Across its stores, John Lewis now has 540 specialist beauty counters, more than 400 beauty services and nearly 70 treatment rooms, employing around 1,800 beauty specialists across its Beauty Halls.

Earlier this year, John Lewis also launched a pilot on TikTok Shop, with beauty products central to its social commerce strategy, and expanded into on-demand shopping through Uber Eats.

These initiatives form part of its wider efforts to grow sales across both physical and digital channels.