French Aroma-Zone’s clean, “democratic” beauty lands in London

When it comes to sustainable, effective skincare and cosmetics, France has undoubtedly positioned itself as a clear powerhouse. Home to an ever-growing range of “clean beauty” brands, the country – most specifically, the Mont Ventoux area of Provence – is also the birthplace of Aroma-Zone.

Already well known in France thanks to its natural, effective and affordable formulations, Aroma-Zone has recently arrived in London. On Friday 7 November, the UK’s first-ever Aroma-Zone store opened its doors to an eagerly waiting public of beauty fans who flocked to Westfield London, the store location, in excited anticipation of what this new gem would offer.

More than a store

With offline and brick-and-mortar retail experiencing somewhat of a renaissance in 2025, after taking a hit in the post-Covid period, it is clear why a brand like Aroma-Zone would be interested in opening another physical destination – although the UK wasn’t immediately on the company’s growth map, as CEO Sabrina Herlory Rouget explained to The Industry Beauty. 

It was, in fact, Westfield London to approach Aroma-Zone, aware of the brand’s exceptional success and popularity in its home country. The choice, at least judging by the store inauguration, has turned out to be a very promising one.

Bright, welcoming and staffed by smiling and knowledgeable beauty advisors, the Aroma-Zone store immediately feels like a wellness destination, more than a mere, quick shopping stop. The brand’s extensive product ranges are clearly signposted, making it extremely easy to navigate the store, whilst educational panels inform the customer of Aroma-Zone’s products, processes and plans for the future.

From fresh, refrigerated floral waters to beauty tools, from serums and solid beauty to supplements and hair care, each product feels like it’s serving a very specific purpose and addressing very specific needs – not simply filling up a shelf. 

And with the store soon launching its first hands-on workshop, as well as offering inspiration and information on how to craft custom-made day creams, we can already say quite confidently that customer-centricity, in-person interaction and experiential wellness are going to be cornerstones of this new offering. 

Tapping into tomorrow’s beauty consumers’ needs

According to Mintel, the beauty consumer of tomorrow is interested in three main aspects: metabolic beauty, sensorial synergy and human touch. Upon visiting the Aroma-Zone store, it’s impossible not to notice that each of these needs – and expectations – is beautifully and authentically catered for.

The brand’s large holistic wellness offering, for example, directly taps into the metabolic beauty trend, whereas nourishing and sensorial products give the consumer a physical and emotional feel-good boost. As for the human touch, it’s all about trust. A large panel positioned next to one of the tills reminds customers of how important this value is to the brand – and to those who buy from it.

Another strong plus in Aroma-Zone’s offering is its pricing point. Whether it’s pure essential oils, collagen supplements, pregnancy-friendly skincare, potent actives or planet-positive haircare, Aroma-Zone’s affordable prices make skincare and holistic wellness truly “democratic”.

As the global, ongoing economic recession and high cost of living continue to put pressures on consumers, accessible brands like Aroma-Zone are poised to keep thriving, whilst delivering effective, high-quality products to an ever-expanding customer base. 

Intentional, slow-paced growth

In keeping with its ethos, Aroma-Zone is in no rush to pursue an aggressive expansion in the UK. The brand’s main focus remains the French market, and any foreign growth will be measured and deliberate, as Herlory Rouget confirms.

Even the opportunity to introduce new product lines, such as makeup, will be approached mindfully and always in line with the brand’s focus and formulation charter, which remain central to Aroma-Zone’s promise to its customers.

In an industry often characterised by over-consumption and a hyper drive towards profit, Aroma-Zone stands out for its integrity, transparency and commitment to their customers. 

The new Aroma-Zone store is also proof that the high street is well and truly alive and kicking, and that there is a growing appetite within the beauty sector – both on the brands’ and on the consumers’ side – to go back to its roots through physical, highly sensorial and interactive shopping experiences that cater to the most diverse needs, all under one roof.