Lookfantastic is on a mission to transition from a leading UK beauty retailer into the beauty tastemaker-led platform, and the groundwork for this ecommerce evolution has already started.
This “next era” will see the THG-owned retailer build on its scale, authority and brand assortment this year and in 2027, alongside new “noisy” campaigns that lean into cultural moments, enabling it to take part in conversations it has previously been unable to.
This is complemented with a more connected eco-system that taps into the modern-day influence retail loop too – where culture drives discovery, discovery drives conversation, and conversation creates commerce.
Plus, an even greater positioning for beauty brands to see Lookfantastic as the ultimate platform to launch, invest and build their reputation in the UK.
“Traditional retail is not necessarily the way that people are now shopping, so we are having to adapt as we go,” says Keely Gough, Managing Director of Lookfantastic.
“The distinction between media, entertainment, retail and social platforms has become quite blurred, so customers are now discovering products in a different way.
“They might see something on a social channel via a [content] creator, go to a dermatologist to validate that purchase, and then go to an in-store counter or come back to the website and purchase, and that is quite a different journey than what we have seen traditionally.
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“It is definitely the right time with the way that the market is moving for us to begin to enter a slightly new era for Lookfantastic.
“It means we have to evolve the way we operate, and what we have already started working on this year is how we really personalise that journey further for the customer and show up in different spaces.”
Lookfantastic’s platform evolution is not only being driven by this changing retail landscape, but also as a result of the company’s recent growth trajectory – and, of course, wanting to beat the competition.
The retailer reported a “successful” 2025, with its
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