In light of how its beauty department is now out-selling fashion, John Lewis has announced that it is investing £9 million in its beauty halls in key stores.
Makeup, perfumes and face creams have continued to perform well for the company and have been attributed to the rise in footfall which has increased by a third in the last five years.
The investment will see new brands such as Marc Jacobs, MAC and Tom Ford Beauty become staples in its beauty halls.
It will increase the size of its beauty departments in flagship stores across the country including Cambridge, Bluewater, and Bristol by a significant 50%.
There are also plans to modernise four other department store beauty halls, including its Sloane Square store.
This follows recent efforts to expand these sections in Birmingham with the opening of its own “&Beauty spa” and Oxford St’s Clarins Beauty bar.
Buying director for fashion and beauty Ed Connolly said: "Beauty is one of the best performing categories at John Lewis and a significant footfall driver, so this investment is a reflection of our ambition in this space."
Increased demand in the beauty sector has also been seen by Debenhams, Sainsbury’s and Marks & Spencer, who have all expanded their beauty ranges in response to demand.
Fashion has had a tough year due to unpredictable weather patterns and sales in this area have now been overtaken by the beauty sector.
