The Future of Foundation Shopping Is Landing at John Lewis
Finding the perfect foundation may no longer feel like a full-time job because Dcypher Beauty — the British brand famous for its genius, AI-powered custom complexion products — is hitting the UK high street for the very first time.
The brand is launching its first-ever in-person counter at John Lewis on Oxford Street this August, with more locations rolling out nationwide through spring 2027.
Forget standing under harsh department store lighting trying to swatch five different shades on your jawline. The actual process couldn’t be simpler. You walk up, get your skin scanned by their high-tech AI, watch your bespoke formula get mixed right in front of your eyes, and walk away with a foundation or concealer made strictly for you. No guesswork, no settling, and absolutely no orange necklines.
According to the brand, Dcypher’s patented AI tech has already whipped up over 90,000 unique skin tone matches with a seriously impressive 99.4% accuracy rate.
“For too long, beauty has been built around compromise, asking customers to adapt to pre-defined shades and settle for the closest possible match,” says Ruth De Leo, co-founder of Dcypher. “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.”
This launch is part of John Lewis’ massive glow-up, as the retailer expands its personalised beauty services (including its super-popular Beauty Society and MyJL Beauty community). Because nothing says beauty retail in 2026 quite like a formulation lab right on the shop floor.
“We are thrilled to be launching Dcypher exclusively at John Lewis,” says Helen Spencer, John Lewis Beauty Director. “We are committed to bringing our customers innovative, high quality brands, and I know this launch is something they will be really excited about.”
And this is just the beginning. While UK shoppers get first dibs this summer, Dcypher is already planning to take its custom-matching genius across the pond with a US launch slated for 2027.