Beauty market

Five minutes with… Luke Williams, founder of Justmylook


After its launch in 2015, the online beauty retailer Just my look now offers more than 7,000 products from more than 300 prestigious brands. The company recently ventured into physical retail with a store in Brighouse. Here, we chat with Justmylook founder Luke Williams about the company’s journey and future plans.

You founded Justmylook in 2015. What were you doing before that and what inspired you to start an online beauty business?

My ambition was to go to university; however, I failed my grade requirements. The plan was to retake the required exams and reapply. However, during the “overhaul”, the idea of ​​Justmylook was conceptualized. I never bothered to take the exams…

Can you tell us how you grew the business and the specific challenges you faced?

Perseverance and hard work are essential. We’ve faced multiple challenges along the way, as well as made our fair share of mistakes. The important thing is to learn from it and never make the same mistake twice.

The online beauty market has grown rapidly over the past few years, what is your USP?

The beauty market is fast and dynamic. It’s also extremely competitive and growing. We differentiate ourselves by providing customers with a quick and easy shopping experience, as well as unparalleled after-sales service and advice. Our product range is handpicked by our buying team, who carefully curate our offering to meet the individual needs of our growing customer base.

Tell us about your customers and how you interact with them.

Our primary customer base is female and our ambition is to offer a wide range of brands that cater to all demographics and price points. To engage with our consumers, we run exciting offers and promotions in conjunction with our brand partners, as well as regularly introducing new and upcoming brands to our product offering.

Justmylook has just opened its first physical store. Do you see your business footprint growing further in the future?

Maybe in the future, if we feel brave!

The company has been very innovative in the store and we particularly like the interactive TikTok space. Can you tell us more about this?

TikTok is a great platform for consumers to discover new beauty products. In the store, we decided to embrace the influence of the #TikTokMadeMeBuyIt trend, giving customers the opportunity to discover exciting new products every time they visit our store.

Can you tell us about customer trends at Justmylook?

We have noticed a drop in the popularity of “influencer-led” brands. We see customers opting for proven brands, where history, heritage and science play an increasingly important role.

What are your future plans for Justmylook and what do you see as the biggest challenges and opportunities over the next two years?

Our plan is to continue on the same growth trajectory, with the ultimate goal of becoming the go-to beauty retailer when shopping online in the UK. The thirst for beauty has never been greater, which poses a challenge as new players continue to enter the already crowded market.

What are your top tips for building a successful online retail business?

Retail is tough. Having close and harmonious relationships with your brands is essential, because without them, you have no business. Also, be aware of customer retention. Many companies fall into the trap of spending their budget on customer acquisition while neglecting their current customer base.

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