ICI PARIS XL

ICI PARIS XL is a major Belgian-founded beauty retail chain specializing in perfumes, cosmetics, and skincare. Established in May 1968 in Brussels, the name references the founders' frequent perfume-buying trips to Paris and their first store's location in Ixelles (XL). Now part of the A.S. Watson Group, it operates over 230 stores across Belgium, the Netherlands, and Luxembourg. The stores offer a wide selection of luxury and popular brands like Dior, Chanel, and Estée Lauder. Customer reviews are often mixed, praising the extensive product variety but sometimes noting inconsistent customer service experiences.