The roots of ICI PARIS XL trace back to 1968, when Mr. and Mrs. Brenig opened a perfume store in Ixelles, Brussels. Their business was founded on their wish to bring the luxurious cosmetics of Paris to Brussels and make these accessible to everyone. As such, they named their store Ici Paris à Ixelles, meaning “This is Paris in Ixelles.”
Now, a little over five decades later, our company still carries the shortened version of that name, ICI PARIS XL, and we have evolved into a successful BeNeLux business with over 290 stores and 3 webshops. We still carry on our goal to make luxury beauty accessible to everyone. Our O+O presence is focused on our mission: to make our customers happy by inspiring them to boost the best version of themselves.
To achieve this, we provide fragrances, make up and skincare from a wide variety of brands and across a wide variety of price points. ICI PARIS XL has something for everyone, from those with a luxury beauty regimen all the way to make up lovers on a budget. We add new brands every year to ensure the new generation of beauty shoppers also feels welcomed at ICI PARIS XL. Furthermore, we elevate the shopping experience with a personalized approach. No matter your needs or wishes, our Beauty Advisors are at your service with tailor-made advice and they always provide it with a smile.
Add to that a vibrant programme of in-store & e-store promotions and events throughout the year, it is little wonder ICI PARIS XL is now a leader in Belgium, the Netherlands and Luxembourg, and crowned the Best Perfumery Chain since 2004 and the Best Webshop Award since 2014 in Netherlands* and Best Perfumery Chain since 2016 and the Best Webshop Award since 2017 in Belgium*.