John Lewis bets on Gen Z perfume boom as it expands beauty halls
Department store targets premium fragrances and influencer trends with five new beauty halls as part of an £800m investment
John Lewis is betting on Gen Z's appetite for perfumes as it expands its beauty footprint.
Managing director Peter Ruis said pricey fragrances are attracting younger shoppers, noting, 'You have 18-year-olds interested in £150 fragrances. It is a whole new zeitgeist.'
Bestsellers include Chanel No 5 at £127 and MFK Baccarat Rouge at £245. The fragrances have become a focal point of the retailer's premium beauty push and have been tied to influencer-led trends.
The retailer, which has 36 shops, is stocking more brands such as Loewe, Rihanna's Fenty Beauty and Jo Malone's Jo Loves.
The average price for a bottle has risen from about £70 to £100, boosted by Perfume Tok, where influencers review products on TikTok.
John Lewis plans to open five more beauty halls this year as part of an £800m investment.
Heena Mohammed, head of beauty, said: 'Luxury fragrance is seeing huge growth inspired in part by younger generations looking for the premium brands.'
The department store hopes to appeal to younger shoppers by hosting Topshop's return to the High Street next year.
The push signals a broader shift in department-store strategy toward premium beauty categories as a revenue driver.
