Prime Highlights-
- John Lewis is revamping its My John Lewis loyalty programme with a stronger focus on beauty to support its wider growth strategy.
- The retailer is partnering with Skin Cupid to expand Korean skincare offerings and enhance its in-store and online beauty presence.
Key Facts-
- John Lewis has 3.8 million active loyalty members, with beauty customers shopping more than six times a year on average.
- Beauty sales at the retailer have risen 42% since 2020, driven by growing demand for Korean skincare and ingredient-led products.
Background-
John Lewis is revamping its loyalty programme, My John Lewis, by adding a stronger focus on beauty as part of a wider strategy to boost performance. The retailer is placing skincare and cosmetics at the centre of its growth plans, supported by a major investment drive.
A key part of the update is a partnership with Skin Cupid, a UK-based Korean beauty retailer. Through this collaboration, John Lewis will introduce 20 Korean skincare and haircare brands on its online platform. It will also launch dedicated “shops in shops” in Cambridge, Kingston, and Leeds during the summer.
The retailer is also introducing MyJL Beauty, an upgraded version of its loyalty programme designed specifically for beauty customers. Alongside this, John Lewis is expanding its advisory service, The Beauty Society, which offers personalized product guidance across brands.
Customers who shop for beauty products and use their My John Lewis card will receive tailored rewards and personalized offers. This includes the MyJL Beauty Edit Box, which will be launched in late May. The box will include premium products worth £240 from brands such as Medik8, Elemis, and Laneige. It will be available free to members who spend £200 or more on beauty items.
The company reported that it now has 3.8 million active loyalty members, with numbers rising over the past year. Beauty customers are highly engaged, shopping more than six times a year on average.
John Lewis has seen beauty sales climb 42% since 2020, with demand picking up for Korean skincare and ingredient focused products. Searches for hyaluronic acid, peptides and LED masks have also picked up.
Skin Cupid, the partner brand, focuses on Korean beauty products and claims strong expertise in skincare education and product curation. It has helped introduce several Korean brands to UK shoppers ahead of wider market availability.
The latest changes reflect John Lewis’s efforts to strengthen customer loyalty and expand its position in the growing beauty market.
