Sleep, stress, skin: John Lewis launches new  'inner beauty' sector to address wellness concerns 

From aiding sleep to easing anxiety and boosting immunity, customers expect more from their beauty products than just looks says John Lewis

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Today, John Lewis launched a new 'inner beauty' partnership with US retailer, Standard Dose, to cater for customers growing concern over their well-being. An online wellness collection of ingestible and topical plant-based remedies, the concept marks a sizeable shift in how we define our beauty routines since Covid.  Amelia Kendrick, Beauty Buyer at John Lewis says: 'it's no longer good enough to offer products that make customers look good, they expect their products to make them feel good too.'

The Standard Dose wellness concept is divided into six pillars: sleep, stress & anxiety, relief, gut health and skincare, allowing shoppers to shop by concern. In true John Lewis fashion, Standard Dose has a discerning reputation for providing the most trusted plant-based wellness products from across the globe, carefully selecting ones with clean ingredients for efficacy and results.

Anthony Saniger, Founder of Standard Dose says: 'Education and product vetting has always been at the forefront of what we do, and John Lewis has a longstanding, trusted relationship with the UK customer. They understand how important education is, so a partnership naturally made sense for us. When they came to us, they really gave us the go ahead to create a thoughtfully-curated wellness collection that targets issues from the inside out, and we’re really excited to bring that to the UK for the first time.' 

The future of beauty is holistic 

While this partnership has been on the cards for some time, Pandemic pressure has forced the issue.  Beauty Buyer, Amelia Kendrick explains, 'The customer habit changes we have seen this year has further highlighted the need for us to offer our customers authentic advice and products to achieve better holistic health. We have seen our customers lean towards products that support sleep routines, restore glow and inner beauty - products that not only make you look good on the outside but the inside too.'

Kendrick predicts, 'as we move into the new year, beauty takes on an increasingly holistic approach. With the pandemic putting physical and mental health at the forefront of 2020, we are seeing our customers demand more from their beauty products from easing anxiety to boosting immunity.'

Standard Dose is available online at John Lewis now.