Helen Spencer has held the position of Director of Beauty at John Lewis since February. The department store has seen significant changes in its beauty strategy under her leadership, including a new partnership with the K-beauty retailer Skin Cupid and an expansion of in-store services. Spencer’s career began on the shop floor of the Milton Keynes branch, where she managed the beauty department before moving into buying roles at Head Office.
The start of a career in fragrance
Spencer’s first buying role was in fragrance more than 15 years ago. At that time, John Lewis was a small player in the category, while mass fragrance was expanding rapidly. Spencer saw an opportunity to shift the focus toward a premium offering.
She recalled early meetings with suppliers where the team aimed to improve service and training for shop floor staff. The strategy involved unlocking premium brands like Tom Ford and Creed, an approach that was distinct in a market dominated by mass-market products.
Spencer noted that the easy choice would have been to chase volume, but that did not align with what customers wanted from John Lewis. The experience taught her to define a clear end goal and to listen to the customer rather than following market trends.
Today, John Lewis is one of the largest niche and premium fragrance retailers in the UK. The company reports growing customer numbers and satisfaction scores consistently above 95 percent. This growth reflects the success of the strategy established in those early years.
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A focus on service and relationships
She highlights the balance between leading category vision and managing daily operations. Spencer is involved in launching new initiatives, such as the MyJL Beauty loyalty scheme, and curating new brand partnerships, including the recent collaboration with Skin Cupid.
Spencer credits her long tenure at the company with providing a deep understanding of the business. She has been a Partner at John Lewis for over 25 years.
Advice for her younger self
Spencer advises her younger self to stop worrying about the opinions of others. She tried to conform to a specific image of a buyer for the company in the early years. This effort to fit a mould slowed her down. Authenticity helped her build relationships much more quickly than hiding behind a persona.
Understanding the role of Director of Beauty
Spencer considers this position her dream job. She enjoys the power of beauty to make customers feel good. The fast-paced industry brings daily challenges and new innovation. Her role involves leading strategy alongside building relationships with suppliers. She spends time supporting her team and defining plans for branded partners.
Admiration
She admires brand founders with a strong vision and determination. Success rarely happens overnight. Sustaining success requires innovation and a commitment to the brand’s DNA. She respects anyone who protects their principles, even if that means saying no to retailers. She believes every brand and retailer has their perfect partner. With a fulfilling career and a deep understanding of the beauty industry, Spencer is well-positioned to continue driving success at John Lewis.
