What: Falabella will open the first standalone Beauty F store in Viña del Mar as part of its strategy to expand specialized beauty retail beyond department-store spaces.

Why it is important: The standalone Beauty F launch reflects the strategic role of beauty as a traffic-driving category, especially among younger consumers seeking discovery, advice, and product testing.

Falabella will open the first independent Beauty F store in Viña del Mar in October, marking a new phase for its specialized beauty format. Until now, Beauty F has operated as spaces inside Falabella department stores, with five locations in Chile across Santiago and Viña del Mar. The standalone model is designed to expand Beauty F’s range of brands and services, improve the shopping experience, and reach customers in areas where Falabella does not have a physical presence or where an integrated department-store format is not viable. The concept offers makeup, skincare, haircare, fragrances, bodycare, and beauty tools, with nearly 90 brands including Drunk Elephant, Fenty Beauty, The Ordinary, Pupa Milano, and K18. Falabella plans to open seven additional Beauty F spaces in Chile between July and November, reaching 12 locations nationwide. The strategy is also expanding regionally, with Glow Bar in Peru expected to reach 10 locations by year-end and Colombia targeting six stores. 

IADS Notes: Falabella’s first standalone Beauty F store in Viña del Mar extends a regional strategy already visible in its beauty rollout across Chile, Peru, and Colombia. As reported by Perú Retail in November 2025, Beauty F was initially launched as a specialized cosmetics and personal care concept inspired by global beauty specialists, with curated international brands and immersive spaces designed to move beyond conventional department-store beauty corners. Its Peruvian counterpart, Glowbar, reported by Perú Retail in December 2025, reinforced this approach through expert advice, interactive product discovery, exclusive global brands, and digital integration. The acceleration of Glowbar’s expansion, reported by Perú Retail in June 2026, confirms that Falabella sees beauty as a high-potential category for younger, exploratory consumers, with women representing 85% of customers and nearly 20% of visitors aged 18 to 35. This mirrors wider department-store strategies seen at Galeries Lafayette, reported by Fashion Network in April 2026, and Macy’s, reported by BeautyInc in May 2026, where beauty has become a curated, experiential growth engine combining brand discovery, services, and customer engagement.

Falabella will open the first independent Beauty F store