More than 10 prestige beauty and fragrance brands launched “national first stores” in China in Q1 2026, signaling a shift from product-selling to immersive experiences. While international names like Darphin, Eve Lom, and Guerlain roll out spa and healing concept stores, domestic brands are accelerating their high-end offline expansion. Florasis opened its first national department store boutique, blending Eastern garden aesthetics into the space. Meanwhile, efficacy leader HBN debuted its first department store flagship in Hangzhou, featuring signature experiential services and plans for in-store spa beds. These moves mark a critical step for Chinese digital-native brands as they build lasting consumer trust through physical retail.

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