L’Occitane au Brésil, the French Brazilian beauty brand born from the L’Occitane Group, has opened a new store at Shopping Parque da Cidade in São Paulo, marking another milestone in one of the most aggressive retail expansion stories in Brazilian beauty today. The opening is part of the brand’s broader push to deepen its footprint in São Paulo‘s most strategically valuable retail corridors.
A Brand Built on Brazilianness
L’Occitane au Brésil was launched in 2013 by the L’Occitane Group as a locally rooted answer to the Brazilian consumer, built entirely around Brazilian ingredients, culture, and identity. Unlike its sister brand L’Occitane en Provence, which draws from Provençal heritage, L’Occitane au Brésil was designed from the ground up to resonate with domestic consumers seeking premium beauty with a distinctly Brazilian soul. The brand produces its lines at a dedicated factory in Louveira, São Paulo, which was built specifically to support its rapid domestic expansionpremiumbeautynews+1
The growth numbers are hard to ignore. André Abramo, CEO of L’Occitane in Brazil, said, “In volume, L’Occitane en Provence grows by 5 to 6% in product volume and L’Occitane au Brésil grows by 35 to 40% in volume, almost doubling both the consumer base and production. Having our own factory, enabled us to address the demand in record time.”
By mid 2024, the brand already operated 200 stores and kiosks across Brazil, with aggressive plans to push further into new territories and demographics. In 2024 alone, the brand recorded 40 new openings, capping the year with a celebrated pop up inside an original 1972 cable car at Bondinho Pão de Açúcar in Rio de Janeiro.
The Parque da Cidade Opening
Shopping Parque da Cidade is a mixed use retail hub positioned in São Paulo‘s affluent Brooklin business corridor, serving a high income consumer base with an average household income exceeding BRL 20,000 monthly. The mall’s tenant strategy prioritizes 30% retail,spanning fashion, beauty, and convenience goods, alongside gastronomy, entertainment, and health, making it a natural fit for a brand that positions itself at the intersection of beauty, culture, and sensorial experience. For L’Occitane au Brésil, whose stores are designed as multi sensory journeys rather than conventional retail spaces, the Brooklin location offers direct access to the kind of consumer who values both premium products and the experience surrounding them.
What Comes Next
L’Occitane au Brésil is projected to open 45 new stores in 2026, maintaining the pace that has made it the L’Occitane Group‘s most dynamic growth story globally. Abramo has been clear that L’Occitane au Brésil will become the group’s biggest brand in Brazil, and early conversations about international expansion into Latin America, Europe, and Oceania are already underway. For a brand that started with 30 points of sale in 2013 and now counts hundreds across the country, the Parque da Cidade opening is less a milestone than a confirmation of momentum.
