Chanel unveils first boutique showcasing full beauty range

Chanel is elevating its presence in the beauty sector with the launch of its first “Maison de Beauté”, a boutique entirely dedicated to its fragrance, make-up, and skincare lines. Located in the prestigious Passy district of Paris’s 16th arrondissement, at 1 Chaussée de la Muette, the standalone store spans 180 square metres across three levels. This opening marks a significant milestone for Chanel’s fragrance and beauty division, showcasing its commitment to redefining luxury beauty experiences.

Although Chanel has not disclosed the investment involved, the transformation of this standalone, classic structure into the Maison de Beauté took over two years of careful planning and execution. Featuring a pristine white façade and a traditional zinc-and-slate roof, the building offers a refined setting for the maison’s full range of beauty products. The boutique also includes three treatment cabins, designed to highlight Chanel’s signature skincare expertise. Exclusive offerings include the debut of “La Fascia de Chanel,” a bespoke treatment, alongside two luxurious experiences: “L’Allure de Chanel,” a body massage, and “Grand Soin,” an indulgent three-hour facial and body treatment.

With sales nearing $20 billion in 2023, Chanel has invested significantly to make the Maison de Beauté a landmark destination for beauty enthusiasts. Every aspect of the space, from the interior design and layout to the services provided, has been meticulously planned to captivate and enchant its visitors.

“Through its architecture, this house expresses the French spirit of Chanel, its singular and unique taste, with a desire to be part of a very French decorative arts vocabulary,” stated Thomas du Pré de Saint Maur, Chanel’s head of global creative resources fragrance and beauty, in an official release.

The boutique’s interior design embraces Chanel’s iconic visual identity, incorporating its signature black-and-white palette, typical of its perfume packaging. These colours are reflected in the interiors, with white stone flooring intersected by sleek black lines. The walls, in striking black, are adorned with golden accents—a subtle nod to the gold band encircling Chanel’s lipstick tubes. The house’s signature tweed fabric is seen on chairs and blankets in the treatment rooms, while portraits of the maison’s founder, Gabrielle Chanel, along with archival photographs, decorate the walls.  

Chanel has also introduced an artistic, surrealist twist by featuring oversized versions of its most iconic creations. Chanel’s sculptural makeup palette, the legendary No. 5 perfume bottle, and its unmistakable cap are reimagined as large-scale installations. These playful pieces are integrated into the store’s decor—hanging from the ceiling or transformed into functional furniture such as tables or consoles.

“It always seemed to me that our products are designed as architectural elements of beauty rather than decorative elements of beauty. It felt natural to integrate them more visibly into the space’s overall design,” added du Pré de Saint Maur.

Each floor of the Maison de Beauté offers a distinct experience. The ground floor focuses on make-up and fragrances, featuring make-up stations where visitors can test products at their leisure. The first floor is dedicated to Chanel’s olfactory universe, showcasing an expansive wall lined with every fragrance in the label’s portfolio. This includes not only its various concentrations and sizes but also its body care derivatives. This level also houses a multisensory cabin for make-up services and facial treatments.

The top floor of the boutique, featuring a salon and two additional treatment cabins, offers the most private and unique experience and is reserved for Chanel’s most exclusive skincare offerings.