It is trialling a range of skincare and cosmetic brands from Europe, the US and Australia under the “Only at Your M&S” banner.
The range, which includes Greek brand Apivita and US brand Pür Minerals, is in three London stores, including Kensington and Marble Arch as well as online. It may be rolled out to additional stores if successful.
It has also introduced an online beauty tool that lets customers upload their photo and virtually try out cosmetics. The website also features M&S TV video content including tips and ‘how to’ advice.
M&S has also rebranded and repackaged its own label ranges of cosmetics under the Autograph brand.
CEO Marc Bolland introduced the strategy earlier this year at the same time as unveiling its new store design, and structure for its own-label clothing ranges.
A spokesperson for M&S says that cosmetics sales online have increase by almost 150% since May, while overall health and beauty sales have increased 30%.
M&S has recently reshuffled its senior management team following its worst sales figures for three years. Belinda Earl, former Debenhams CEO has joined as style director, and former head of M&S’s food business, John Dixon, has taken over the non-food business.
Kate Bostock, head of general merchandise, has left the chain.