Aveda, a premium hair care brand under Estée Lauder Companies, has opened its first concept flagship store in China at Shanghai’s Xintiandi North Block. The two-story space blends retail with immersive experiences, including scalp analysis, aromatherapy zones, and sensory rooms featuring plant-based fragrances and soundscapes.

Upstairs, the store features a high-end salon with private treatment areas and services aligned with Aveda’s global standards. It will also host events with top stylists and showcase new hair care technologies.

The flagship marks the global debut of Aveda’s new Miracle Shine Oil and offers more than 50 products across hair, body, and wellness categories. Estée Lauder views the store as a milestone in its China strategy, aiming to elevate experiential retail.