THE WHAT? John Lewis has partnered exclusively with Korean beauty retailer Skin Cupid to expand its K-beauty offering across stores and online.
THE DETAILS The partnership will introduce 20 Korean skincare and haircare brands to John Lewis, including Beauty of Joseon, Medicube, Anua and Dr Different, with some products exclusive to the retailer. Skin Cupid shop-in-shops will launch in Cambridge, Kingston and Leeds, marking the first time the retailer’s K-beauty expertise and community-led approach are accessible outside London. The full assortment will also be available online, supported by curated in-store selections across wider beauty halls. Skin Cupid is known for its focus on ingredient education, transparency and early introduction of emerging Korean brands to the UK market.
THE WHY? The move reflects surging consumer demand for Korean beauty and science-led skincare, with shoppers increasingly prioritising ingredients, efficacy and results, driving retailers to expand specialist and education-led offerings.
Source: John Lewis
