Maybelline sets up shop in Paris

By

Marion Deslandes

Published
Jan 19, 2017

Maybelline is doubling up in France. The American brand, owned by L’Oréal, will open the doors to its second own-brand store in France in the Belle Epine shopping centre in Thiais, a suburb south of Paris. It will be the brand’s first store in the Ile-de-France region.

The store, situated on the ground floor of the complex managed by Klépierre, will cover an area of 50 m2 and with an interior evocative of New York. Maybelline, who recently tapped Youtube beauty guru Manny Gutierrez as its latest muse, plans to stock 500 products at its new location, of which 60 will be exclusive.

Traditionally sold in supermarket outlets in France, the make-up company gave the green light to the retail expansion on the 14th October 2016 with the opening of its first boutique in Orléans, at the Place D’Arc shopping centre.

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Owned by L’Oréal since 1996, Maybelline was backed in France between 1998 and 2016 by the brand Gemey, which has since ceased operations.