John Lewis unveils new era for Beauty and partnership with Rihanna’s Fenty Beauty

John Lewis is commencing the national rollout of its immersive, multi-sensory Beauty Halls, backed by a multi-million-pound investment designed to transform its stores into beauty discovery destinations.

This initiative begins with the reopening of the John Lewis Liverpool Beauty Hall. The Liverpool store is the first of six Beauty Halls scheduled for transformation this year and will serve as the blueprint for the national expansion, which includes a new partnership with Rihanna’s Fenty Beauty.

This significant investment is part of a broader £800m commitment to the John Lewis brand. It 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, and driving customer frequency.

The new concept moves beyond the traditional counter-based model, creating expansive, sensory spaces where customers can discover new brands, learn from trusted experts, and experience products through treatments and consultations. This focus on service and social shopping journeys is designed to create a truly integrated experience, where the sensory world of the stores and the convenience of digital channels complement one another.

The reimagined Liverpool Beauty Hall has been expanded by almost 40% to 16,000 sq ft. It now houses 132 premium brands, features 23 new or expanded counters, and introduces exclusive brands to the city for the first time, including Trinny London, Byredo, and Maison Francis Kurkdjian.

The national expansion will bring similar transformations to the Bluewater, Solihull, and Cambridge stores before the end of 2025. Upon completion, John Lewis will offer over 540 beauty counters, almost 70 dedicated treatment rooms, and more than 400 distinct beauty services nationwide.