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About Us
Who is ICI PARIS XL?
ICI PARIS XL is the leading beauty specialist in the Netherlands, Belgium, and Luxembourg. We offer over 13,000 beauty products, ranging from perfume and skincare to make-up and hair care. But that’s not all; our Beauty Advisors are always on hand to provide personal advice and share their tips and tricks. We do everything we can to make you happy—because when you’re happy, you glow!
A bit of history
ICI PARIS XL has its roots in Belgium—specifically, in Brussels.
In 1968, the Brenig couple opened a small perfume shop in the Brussels district of Elsene (known as ‘Ixelles’ in French). Their goal? To bring luxury perfumes and beauty products from Paris to Brussels. They gave their shop the fitting name ‘Ici Paris à Ixelles’: *This is Paris in Ixelles*.
The concept was an instant hit, and more stores soon followed in Brussels, across Belgium, and in neighboring countries. Today, ICI PARIS XL operates nearly 300 stores across three countries: over 150 stores in the Netherlands, more than 120 perfumeries in Belgium, and three in Luxembourg. Since 2002, ICI PARIS XL has been part of the AS Watson Group. With over 130,000 employees worldwide, the AS Watson Group is the world’s largest international health and beauty retailer. For the 2024 fiscal year, the AS Watson Group recorded revenue exceeding $24 billion. With more than 17,000 stores and 12 retail brands, the Group operates in 31 markets. Through an extensive O+O (offline plus online) network, we serve over 6 billion customers annually, offering them a unique shopping experience both in-store and online. Our name has changed to ICI PARIS XL over the years, but our passion for beauty has remained the same. We make luxury beauty accessible to everyone, everywhere, and at any time.
Our focus? You!
At ICI PARIS XL, we know for a fact that everyone is beautiful. That’s why we’ve been rolling out the pink carpet for you every day for over 50 years! Whether you visit one of our stores, shop online, or find inspiration on our social media, our mission remains the same: we do everything we can to make you happy. Because when you’re happy, you glow!
Our Beauty Advisors love taking the time to get to know you and find your perfect beauty match. You can count on us online, too: our range is even more extensive there, and you’ll always find inspiring content to help you discover your beauty essentials. After all, you decide what makes you happy! We love to see you shine!
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