What: Falabella launches Beauty F, a new cosmetics and personal care store in Santiago, Chile, inspired by international models like Sephora and ULTA Beauty.

Why it is important: The launch highlights the strategic importance of brand curation and immersive experiences in driving growth and differentiation within the competitive beauty sector.

Falabella has introduced Beauty F, a new retail concept in Santiago’s Plaza Vespucio mall, marking a significant evolution in its approach to beauty and personal care. Drawing inspiration from global leaders such as Sephora and ULTA Beauty, Beauty F consolidates a diverse array of viral and international brands under one roof, offering consumers a comprehensive and engaging shopping experience. This initiative moves beyond traditional brand corners, instead creating dedicated spaces for each brand and emphasising both accessibility and exclusivity. The store’s assortment includes both affordable and premium lines, with anticipated launches from globally recognised names like Fenty Beauty and Rare Beauty. This strategy not only strengthens Falabella’s position in a rapidly expanding market—where Chile leads Latin America in per capita beauty consumption—but also responds to shifting consumer expectations for curated, experiential retail environments. By integrating local and international brands and focusing on immersive experiences, Falabella is reinforcing its leadership in a sector characterised by robust growth and intense competition. 

IADS Notes:  Falabella’s launch of Beauty F reflects a broader trend in global beauty retail, as seen in September 2025 with immersive, omnichannel events in Colombia (“Falabella introduces The House of Beauty in Colombia,” Fashion Network, September 2025) and curated brand launches in Lima (“Falabella presents three Colombian fashion brands,” Fashion Network, November 2025). The economic significance of the beauty segment is underscored by up to 7% revenue growth for Latin American department stores in early 2025 (“Latin American department stores achieved 7% revenue growth in 2025 Q1,” Modaes, September 2025), while the transformation of in-store experiences at retailers like Nordstrom and John Lewis confirms the importance of immersive, multi-brand environments for attracting younger, trend-driven consumers (“Nordstrom overhauls its Beauty space in NYC,” WWD, August 2025; “John Lewis unveils new beauty hall concept in Liverpool,” The Retail Bulletin, August 2025).

Falabella launches Beauty F, a new cosmetics and personal care concept