Ici Paris XL

Ici Paris XL is a major Benelux beauty retailer founded in Brussels, Belgium, in 1968. The company's mission is to make luxury beauty products, including a wide array of fragrances, makeup, and skincare, accessible to a broad audience. Now part of the A.S. Watson Group, it has grown to nearly 300 stores across Belgium, the Netherlands, and Luxembourg. The stores are known for their extensive product selection from various renowned brands and are staffed by Beauty Advisors who provide personalized advice. While primarily a retail store, some locations offer additional services, including in-store beauty treatments and Kérastase salons.