Department store John Lewis has become a patron of the British Beauty Council. Within the new role, the retailer will work with the Council “to facilitate strategic initiatives to support the beauty industry and promote growth opportunities”.

Helen Spencer, head of Beauty at John Lewis, said its patronage is “a significant milestone that reinforces the investments we are making in beauty both in our stores, and as a leading player in the online marketplace too.

“We look forward to working together to promote a thriving industry that can best serve our beauty customers across the UK.”

Millie Kendall, chief executive of the British Beauty Council, added: “[John Lewis] is an integral part of British heritage and a cornerstone of the high street, two things the Council continuously champions.

“We all have memories from within the walls of a John Lewis beauty hall due to its unique intergenerational offering. Now, the retailer is repositioning to take beauty to the next level, something that the Council is dedicated to. We are excited to collaborate with John Lewis and other patrons to nurture future talent, promote innovation and aid the growth of beauty in the UK.”

The patronage coincides with John Lewis unveiling the new Beauty Hall at its flagship Oxford Street store, whose 24 October opening coincides with the Council’s annual ‘British Beauty Week’.

Beauty is a hugely important category to John Lewis and remains one of the most buoyant product sectors in the UK.