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Beautyè is a benchmark in the Beauty and professional market thanks to its wide and diversified offer of hair products as well as the three main lines of any cosmetics store: skincare, make-up and fragrances.

Thanks to the most advanced digital technologies in a revolutionary omnichannel shopping experience, The brand combines an online portal for the purchase of beauty products with an innovative store including a perfumery and a beauty salon. The Beautyè shop, located on the seaside promenade in the town of Viareggio (LU), is known for being the first interactive shop in Italy where products can also be purchased through in-store touch totems linked to Ecommerce.

Beautyè, launched by the Group at the beginning of 2020, presents itself as a Love Destination by combining the ‘love-story’ told by the beauty segment to trigger and enhance a deep relationship with its customers, and the constantly updated proposition in an integrated ecosystem where the physical and digital worlds coexist.

It pursues a philosophy aimed at engaging the customer in order to shape a positive, satisfying shopping experience tailored to the consumer’s beauty needs. Beautyè’s strives to highlight beauty as a value element in the care and health of the community.



Beautyè promotes an idea of authentic beauty – an expression of the uniqueness of individuals – and enhances the concept of elegance, resulting from the time everyone devotes to the care and beauty of their own person.
It views beauty as an integral part of the concept of Health and Wellbeing, the Group’s founding elements which, thanks to this brand, are further developed to the benefit the Group’s own growth.