French beauty retailer Nocibé is introducing a fresh in-store concept at Westfield La Défense, placing wellness services—like facials, head spas, and nail care—at the heart of its strategy to stand out in today’s evolving beauty market. Spanning 320 square meters, the new boutique blends experience-driven retail with personalized service to deepen customer connection and brand identity.

The layout centers around the brand’s reimagined “Instant Institute,” now positioned as a key part of the in-store experience. Customers can drop in for express services—such as facials, spray tans, and other treatments—with or without an appointment. The space also features an OPI nail salon and a custom perfume engraving station.

Toward the back of the store, Nocibé has also revamped its traditional beauty institute. Designed to feel more private and personalized, this section now includes a “Head Spa,” offering scalp-focused treatments as part of the brand’s broader approach to holistic beauty.

To showcase product variety, the new concept store highlights a curated selection of partner brands in two dedicated zones: the “Coup de Cœur” table, featuring a rotating edit of skincare, makeup, and hair care products, and the “Guest” corner, which spotlights up-and-coming fragrance labels. Shoppers will also find exclusives such as Dolce & Gabbana Makeup and Le Rouge Français, displayed alongside Nocibé’s private-label offerings.

 
“Now more than ever, we’re doubling down on what makes us unique by putting beauty services at the heart of the in-store experience,” said Nicolas Debray, CEO of Nocibé. “We’re also strengthening our omnichannel capabilities with digital features like Express Click & Collect for one-hour pickup, and our ‘Choix +’ service that gives access to thousands of online products with home delivery. Our goal is to deliver a fully integrated, personalized beauty experience focused on well-being, attentiveness, and the expertise of our team.”

The store opening is part of a broader expansion plan scheduled to continue through the end of 2025. A subsidiary of Germany’s Douglas Group, Nocibé currently operates around 500 stores and 400 beauty institutes across France. Founded in Lille in 1984, the brand posted €164.3 million ($192.2 million) in revenue during the second quarter of its 2023–24 fiscal year—a slight dip of 2.5% year-over-year.

(€1 = $1.17)