John Lewis launches first ever virtual beauty tech department

John Lewis has launched its first ever virtual beauty tech department.

The new department has been created to help consumers tackle “specific skincare concerns.”

Brands to launch first in the department include Foreo, BeGlow, Dermaflash and MZ Skin.

The online beauty tech division is launching with just four products, all of which have been chosen according to customer and market feedback, which found consumers are wanting to enhance their home beauty regimes.

The selection of products include the MZ Skin LED light mask, Dermaflash Luxe exfoliation tool, Foreo Bear toning device and sonic skincare system BeGlow Tia MAS.

Prices range from £59 to £385.

In a statement, John Lewis said: “As the worlds of beauty and tech collide, this new category brings a fresh and innovative selection of brands to John Lewis’ beauty customers, offering the option of skin care benefits from the comfort of their own home.”