High-end haircare brand Aveda opened its first China-exclusive flagship concept store in Shanghai's central landmark Xintiandi on Tuesday, introducing its global luxury salon concept.

Housed in a two-story building, the venue offers consumers access to Aveda's full range of skincare products and exclusive experience zones.

This launch is part of a broader push by Estée Lauder companies to expand its offline experiential retail network across China.

The move aligns with national policy directions with five central government departments including the National Development and Reform Commission who released measures on creating new consumption scenarios and fosteringgrowth drivers in 2024, guiding the beauty industry toward experience-oriented, interactive, and culture-integrated retail models.

Earlier this year, the company unveiled its "Beauty Reimagined" strategy, accelerating the expansion of offline experience spaces under its umbrella brands to cater to diversified consumer demands.