John Lewis beauty sales rise in post-lockdown report

John Lewis
Fragrances performed particularly strongly this year
// John Lewis posts rise in beauty product sales during 2021
// Jo Malone perfumes were particularly popular
// John Lewis said it expects the sales boost to continue next year

John Lewis has recorded an uptick in sales of beauty products this year as UK lockdown restrictions eased.

Fragrances performed particularly strongly this year, with perfume sales rising 24 per cent in 2021 compared to 2020, according to the John Lewis Beauty Bets report.

Jo Malone perfumes were particularly popular, while sales of Dior J’Adore Deodorant Spray rose 275 per cent.


READ MORE: John Lewis pays Sheffield Council £5m for breaking 20-year lease


As travel returned following periods of lockdown, consumers began to stock up on travel miniatures, with sales rising by 35 per cent.

John Lewis said it expects the sales boost to continue next year as people continue travelling.

Skincare products became lockdown staples, accounting for over a third of all beauty sales.

Sales of facial cleansers rose 82 per cent in April, while moisturiser purchases increased 80 per cent and exfoliator sales rose 79 per cent.

Investment in beauty tech also soared in 2021 as customers attempted to create beauty salon experiences at home.

To respond to demand, John Lewis launched a beauty tech department featuring LED light masks and facial toning devices, such as the Foreo facial toning device which saw a 361 per cent increase in sales.

As well as treatments, consumers also refilled their makeup bags as social events returned: lipstick sales rose 30 per cent over the year, with sales accelerating 178 per cent in the weeks after lockdown restrictions eased in April.

Click here to sign up to Retail Gazette’s free daily email newsletter

LEAVE A REPLY

Please enter your comment!
Please enter your name here