DCYPHER Beauty and John Lewis connect to bring AI powered beauty personalisation to UK high street
DCYPHER Beauty is making its physical retail debut with an exclusive UK roll-out in John Lewis, launching at the retailer’s Oxford Street, London flagship in August before expanding across its estate during spring 2027.
DCYPHER lays claim to being the first beauty brand globally to bring real-time, made to measure complexion technology into physical retail. The launch marks the first step in the brand's UK expansion ahead of planned US growth in 2027. Customers will be able to experience its patented AI technology in-store, analysing skin before creating a personalised complexion product made specifically for them within minutes.
"For too long, beauty has been built around compromise, asking customers to adapt to predefined shades and settle for the closest possible match," says DCYPHER Co-founder Ruth De Leo. "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."
"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," says Helen Spencer, Beauty Director at John Lewis.
"Traditional beauty growth relies on more - more products, more stock, more space," adds De Leo. "We're proving that growth can come from precision instead. We increase revenue by making better products, not more products."
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
