Amazon has launched its first beauty and personal care store in Milan, Italy, marking a significant step in its brick-and-mortar retail expansion. The Amazon Parafarmacia & Beauty store officially opens to the public on Wednesday.
Amazon’s New Beauty Store in Milan
The Milan store is located in the city center and offers a wide range of beauty and personal care products, including skincare, cosmetics, and nonprescription medicines. Popular brands like La Roche-Posay, Eucerin, and Vichy are available.
A unique feature of the store is its “Derma bars,” where shoppers can get a complimentary digital skin analysis. This service helps customers understand their skin type and receive personalized product recommendations.
Pharmacy Section and Over-the-Counter Medications
Amazon’s new store also includes a section staffed by licensed pharmacists. Customers can purchase over-the-counter medications, making the store a parapharmacy—a retail format popular in Europe.
Amazon’s Physical Retail Strategy
With this launch, Amazon is expanding its physical retail presence beyond online sales. The company has been selling beauty and personal care products since 2000, initially focusing on mass-market brands before adding luxury labels like Estée Lauder and La Mer.
Amazon’s Mixed Retail History
Amazon has experimented with physical stores before. It opened and later closed its bookstores, pop-up shops, four-star stores, and apparel stores. The company has also reduced the number of Amazon Go convenience stores. However, it continues to operate Whole Foods and Amazon Fresh supermarkets.
Why Amazon Is Entering the Beauty Market?
The beauty and personal care sector is one of Amazon’s fastest-growing categories. This new store allows the e-commerce giant to tap into in-person shopping trends and compete with traditional retailers.
What’s Next for Amazon?
Amazon’s latest move signals a continued interest in brick-and-mortar retail. If successful, more Amazon beauty stores could open in other cities. As Amazon refines its strategy, the future of its physical retail expansion remains a key focus for the company.
