John Lewis to debut DCYPHER Beauty’s AI powered personalisation on high street

DCYPHER Beauty is bringing its cutting-edge AI powered mixed-to-measure technology to the high street for the first time, launching exclusively at John Lewis on London’s Oxford Street in August before a wider roll-out through to spring 2027.

It marks DCYPHER Beauty's biggest retail milestone to date and will mean that customers will be able to walk into a store and watch a fully personalised product be created for them in under two minutes, with 99.4% accuracy, no pre-made shades and “no compromise”.

Having built its business through a direct-to-consumer model, UK-based technology driven beauty brand DCYPHER has created more than 90,000 unique skin tone matches and achieved 2x month-on-month growth in revenue over the past year.

Co-founder of DCYPHER Beauty, Ruth De Leo, said: “For too long, beauty has been built around compromise, asking customers to adapt to predefined shades and settle for the closest possible match.

“DCYPHER puts the individual at the centre of the entire process. There are no pre-made shades, no approximation and no compromise. Every product is designed around the customer, creating something that is precise, personal and unequivocally theirs.”

John Lewis Beauty Director, Helen Spencer, commented: “We are thrilled to be launching DCYPHER exclusively at John Lewis. We are committed to bringing our customers innovative, high quality brands, and I know this launch is something they will be really excited about.”

The launch reflects a broader shift across the beauty industry, where technology, personalisation and physical retail are converging at pace.

The ability to create a product in front of the customer, in real time, “introduces a new kind of retail theatre”, one that De Leo believes resonates with both loyal beauty consumers and entirely new audiences.

By creating each product in front of the customer, and having that ‘made for you’ interaction, a deeper emotional connection with the product is made in a way that traditional retail cannot replicate.

For DCYPHER Beauty, the new partnership with John Lewis represents a new model for sustainable growth. De Leo added: “Traditional beauty growth relies on more (of everything), more products, more stock and more space.

“We’re proving that growth can come from precision instead. We increase revenue by making better products, not more products.”