What: Falabella consolidates its leadership in Colombia’s beauty sector with an immersive, omnichannel event featuring top global and emerging brands.

Why it is important: Falabella’s approach reflects the industry-wide shift toward experiential retail and digital integration, supporting sustained market leadership.

Falabella’s debut of The House of Beauty in Colombia marks a significant step in its strategy to lead the country’s beauty sector. By hosting an immersive event at Unicentro Bogotá, the retailer brought together over 14 renowned brands, offering exclusive launches, personalized services, and expert-led experiences that engaged customers beyond traditional shopping. This initiative was amplified across all channels—physical stores, digital platforms, and specialized media—demonstrating Falabella’s commitment to an omnichannel approach that deepens customer proximity and brand loyalty. The event builds on Falabella’s history of investing in the beauty and dermocosmetics category, leveraging both established luxury names and emerging brands to diversify its portfolio. With 26 stores in 11 Colombian cities and a record of strong financial performance, Falabella’s innovative campaigns and partnerships continue to set new standards in customer experience and retail leadership, positioning the company for further growth in 2025.

IADS Notes: Falabella’s immersive beauty event in Colombia is a direct extension of its $650 million investment plan for 2025 and its multi-specialist retail strategy, which contributed to 9.2% sales growth in the first half of 2025. The focus on experiential retail mirrors global trends and Falabella’s own successful campaigns, such as its experiential Mother’s Day and Christmas initiatives. The company’s integration of advanced e-commerce, logistics, and omnichannel strategies, alongside partnerships with leading and emerging brands, reinforces its leadership and ability to attract new customer segments.

Falabella introduces The House of Beauty in Colombia