In Pictures: Inside The New Aroma-Zone Store At Westfield London

Aroma-Zone, the iconic French beauty brand, opened its first store in the UK yesterday, and I went along to the launch party to take a look at what is rapidly becoming something of a personal care phenomenon.

Former Rituals UK and Ireland managing director Penny Grivea has been appointed as managing director for the UK and Ireland, and was kind enough to show me around the store.

Aroma-Zone’s range spans more than 1,900 SKUs, from actives such as hyaluronic acid and azelaic acid to carrier oils, kits, and finished formulas. The retailer positions itself on accessible pricing, transparent sourcing, and refill options, appealing to DIY consumers and wellness professionals.

It’s very much an education-led concept. Aroma-Zone describes it as “more than a brand, Aroma-Zone is a one-stop destination offering skincare, haircare, supplements, and essential oils, all under one roof and backed by French expertise and decades of trust.”

According to the British Beauty Council, the UK personal care industry is estimated to be worth £31.5bn in 2025, that’s a lot of serum, essential oils, and hair care. However, it seems that we can’t get enough of it.

And Aroma-Zone is tapping into that zeitgeist, with sales increasing by 56% in 2024 and an estimated revenue of approximately €220 million in 2025.

I started chatting to one of the many Aroma-Zone advisers, or should I say, naturopaths, who were on hand (as these are all beauty experts), asking her what she felt I would benefit from most from all the products on display. Without so much as a hesitation, she took me over to the anti-ageing serums and their best-seller, a hyaluronic acid anti-ageing serum, selling for what I thought was an extremely modest £6.50. At that price, I think I’ll bath in the stuff.

“More than a brand, Aroma-Zone is a one-stop destination offering skincare, haircare, supplements, and essential oils”

Global CEO Sabrina Herlory Rouget told me that men make up around 25% of Aroma-Zone’s customer base and that they could be purchasing any number of products for themselves, from hair care for those going a little thin on top, to serums and supplements.

What struck me most about the store is that it’s a very clean, bright environment without being in any way impersonal or antiseptic. It’s clearly very much about support, advice, and education, helping people to find what’s right for them, as well as making suggestions for products the customer might not have considered or be aware of.

Penny showed me upstairs where, on the first floor, they have what they call their AZ Lab workshop area, complete with a Booster bar. This is where guests (yes, Aroma-Zone refers to their customers as guests) can experience the benefits of natural ingredients and holistic care. They can craft their own cosmetics, personalise formulas, and attend expert-led workshops and events designed to deepen their understanding of natural beauty and self-care.

This is where they can discover the range of 600 different products available at the store, with a further 1,300 available online.

Already loved by millions in France, Aroma-Zone looks set to create a similar following in the UK.

Aroma-Zone, Westfield, opened yesterday, 7th November.