According to the brand, the focus of the new department is to help consumers tackle "specific skincare concerns."
The online beauty tech division is launching with just four products, all of which have been chosen according to customer and market feedback, which found that people are wanting to enhance their DIY beauty regimes.
The selection of products include the MZ Skin LED light mask (£385, buy now), the Dermaflash Luxe exfoliation tool (£180, buy now), Foreo Bear toning device (£279, buy now) and sonic skincare system BeGlow Tia MAS (£279, buy now.)
"Beauty is becoming far more holistic, focused around routine and self care - we see beauty tech and inner beauty as pure extensions to topical beauty regimes that we know and love today," Amelia Kendrick, Beauty Buyer at John Lewis says. "The new category is something we had planned pre-Covid and as the worlds of beauty and tech will only continue to collide, we want to offer our customers access to the latest DIY tech innovation to enhance their beauty regimes and prolong the salon treatments they love."
Integrating virtual experiences on a brand's website has been shown to increase the time customers spend on-site by 101 percent, accompanied by an 8 per cent decrease in returns.
The Office of National Statistics has said that online sales have continued to go "from strength to strength", accounting for every £3 out of every £10 spent by consumers in June.
Shop the full beauty tech department here.