British retail chain John Lewis is launching concession stands for Korean beauty products in three UK stores, capitalising on shifting consumer behaviours.

These shop-in-shops will stock Korean products imported through an exclusive partnership with Skin Cupid. The collaboration also extends online, where a range of 20 products will be available through John Lewis’s website.

John Lewis said the move is in response to increased consumer demand for beauty products as a whole, with Korean beauty products in particular skyrocketing in popularity. John Lewis’s beauty sales have increased by 42 per cent since 2020, and searches for Korean skincare have grown nearly 800 per cent in the past year.

The retailer said it has also noticed a change in the way that customers search for skincare, increasingly focusing on ingredients, efficacy and results over brand recognition. Searches for hyaluronic acid have surged 127 per cent, azelaic acid searches are up 110 per cent, and searches for peptides are up 91 per cent compared to last year.

John Lewis is launching concession stands in their Cambridge, Kingston and Leeds stores, where shoppers will have access to Skin Cupid’s experts outside of London for the first time.

Beauty is an integral part of John Lewis’s £800 million brand transformation. Six of the retailer’s 34 Beauty Halls have been upgraded in the last year, turning them into what the brand described as “immersive discovery destinations”, with more planned for this year.

This week, John Lewis has also launched MYJL Beauty, a subsection of its My John Lewis loyalty programme offering tailored rewards and offers for programme participants who buy skincare at the retailer. Additionally, it is expanding its brand-agnostic in-store Beauty Society service to additional stores.

“Beauty customers are changing the way they shop,” said Helen Spencer, director of beauty at John Lewis. “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.”

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