Amazon’s Beauty Revolution: Milan Welcomes Europe’s First Physical Store

Amazon has officially stepped into the world of physical beauty retail, opening its first-ever brick-and-mortar beauty store in Europe. Located in Milan’s city centre, the store, named Parafarmacia & Beauty, promises to deliver a unique shopping experience that blends technology, expert advice, and a curated selection of products.

A Carefully Curated Selection
The store features an “enhanced selection” of beauty and skincare products, which Amazon has announced will gradually become available online across Germany, France, Italy, Spain, and the UK throughout the year. Shoppers can browse popular brands such as Eucerin, La Roche-Posay, Vichy, Avène, Bionike, Rilastil, and CeraVe.

Two Distinct Shopping Zones
The store is divided into two main areas:

1.  Main Gallery: This section showcases a wide range of beauty and personal care products alongside interactive digital displays. These displays allow customers to learn more about product ingredients and usage.

2.  Derma-Bar: An experiential zone where visitors can have their skin analysed and receive personalised reports. Beauty experts provide tailored product recommendations based on the analysis. The derma-bar also includes try-on stations for sampling products before purchase.

Expert Guidance and Convenience
On-site pharmacists are available to offer professional advice and assist customers with purchasing non-prescription and over-the-counter medications. This combination of expert guidance and advanced technological tools ensures a seamless shopping experience.

Expansion Across Europe
Giorgio Busnelli, Amazon’s VP for Consumer Goods in Europe, explained that the store is designed to bring customers closer to their favourite products while merging cutting-edge technology with personalised service. Amazon plans to expand its online offerings for beauty and personal care products across Germany, France, Italy, Spain, and the UK later this year.

Busnelli highlighted that this initiative reflects Amazon’s commitment to meeting diverse customer needs through both physical and online channels. With this bold move into physical retail, Amazon is redefining beauty shopping in Europe.

Source: www.cosmeticsdesign.com/Article/2025/03/10/inside-amazons-first-physical-beauty-store-in-europe/