EviDenS de Beauté partners with China Duty Free Group to open brand’s largest travel retail boutique in Sanya

EviDenS de Beauté, the prestige beauty brand with a refined embodiment of French-Japanese skincare excellence, is celebrating the grand opening of the Maison’s largest permanent travel retail boutique at the Beauty Zone in cdf Sanya International Duty Free Shopping Complex, Haitang Bay.

Consolidating the brand’s collaboration with China Duty Free Group (CDFG), the 90-square-meter flagship combines retail and spa excellence to deliver an elevated beauty experience.

The milestone marks the brand’s fourth point of sale in Hainan, and the third with the retailer, strengthening EviDenS de Beauté’s momentum and position as a luxury skincare leader in the dynamic Chinese travel retail market. Beyond Sanya, the brand strengthened its presence in China in mid-July with the launch of its boutique at Shanghai Pudong Airport in partnership with Sunrise Duty Free, marking its entry into the domestic airport channel.

The global expansion of the brand’s footprint continues through strategic openings in Europe, at Galeries Lafayette Nice CAP 3000 and Galeries Lafayette Haussmann; and across Asia, in Japan Travel Retail at Haneda and Narita International Airports, and upcoming in Singapore at Changi Airport and Takashimaya Department Store.

EviDenS de Beauté: A Sanya Flagship that Signals Strength and Ambition

Located on the second floor of the Beauty Zone among heritage luxury beauty maisons, the EviDenS de Beauté Sanya flagship represents the brand’s strength and long-term ambition in the dynamic Travel Retail China market. Designed as an oasis of calm in Sanya, the boutique strengthens its spa heritage through an upgraded treatment cabin offering express facial rituals.

Every element of the experience, from personalized consultations to curated product discovery, reflects the Maison’s belief that true luxury is defined by intimacy, meaning, and craftsmanship.

The boutique’s French-Japanese identity is further enriched by a hand-painted mural from Paris-based artist Emma Herbin, whose works have adorned the Maison’s spaces at Hôtel de Crillon, Rosewood Hotel in Paris and Galeries Lafayette Haussmann. Created exclusively for the Sanya boutique, her new piece merges French craftsmanship with local inspiration, while a handcrafted mosaic of the Château de Montfort anchors the space in the brand’s artistic heritage. In addition, a fountain inspired by La Foux Spring Water forms a sensorial entryway, evoking movement, light, and serenity. Together, these details transform the flagship into a living gallery of the Maison’s ‘Art of Saho’ philosophy, where every gesture reflects the harmony of ritual, science, and emotion.

At the boutique, expert Beauty Advisors offer one-to-one consultations in a dedicated space, guiding each guest through tailored skincare rituals. Complementing this personalized experience are special expressions including the limited-edition take on one of the Maison’s most iconic treatments, The Special Mask 75 ml, as well as a CDFG-exclusive curated skincare travel set featuring the brand’s bestsellers. Regular in-store activations further invite travelers to deepen their connection with EviDenS de Beauté’s sensorial universe.

This opening was made possible through close collaboration with Amberich (publisher of DFE in China), a key local partner who played an instrumental role in site evaluation, coordination with CDFG, and operational execution across all phases of the project. Their expertise and on-ground support were essential in bringing the Sanya flagship to life.

One year since EviDenS de Beauté’s debut collaboration with CDFG, the opening of the Sanya flagship comes at a pivotal time for travel retail, as the channel enters a new era of wellness-driven, experience-led beauty. To mark the occasion, the Maison shares the three trends shaping its business in Hainan and how it is redefining what prestige beauty means for Chinese travelers.

Trend 1: Sanya as a Rising Wellness Destination

Once defined by shopping and sun, Sanya is emerging as a destination for mindful luxury, where travelers seek rest, rejuvenation, and meaningful experiences. Recent research found that older Chinese travelers’ intention to visit Hainan for wellness is strongly driven by perceived health benefits, destination image, and social influence.

Trend 2: The Rise of Experiential Beauty

Across Asia, travel retail is evolving from transactional shopping to transformative experiences.

Travelers seek multisensory spaces that engage emotion through storytelling, with m1nd-set data revealing that nearly half of travelers cite ‘in-store experience’ as a primary purchase driver.

Trend 3: Demand for Exclusivity and Personalization

Exclusivity and personal connection are redefining what luxury means to travelers. According to m1nd-set, one-third of global shoppers cite “exclusive or different” products as a key motivation for purchase, while exclusivity and convenience were highlighted as key impulse triggers especially for Baby Boomers, women, and Gen Z shoppers.

Jessie Giraud, CEO, EviDenS de Beauté, commented, “The opening of our Sanya flagship marks a defining moment for EviDenS de Beauté – both in its global expansion and in solidifying its position within the strategic China Travel Retail market. As our largest permanent space in the channel, the boutique represents the strength of our partnership with CDFG and our bold ambition for future global growth. The boutique brings to life everything our Maison represents: artistry, craftsmanship, and the harmony of French refinement and Japanese precision. It is an invitation for travelers to experience beauty as a ritual and an emotion, reflecting our mastery of the wellbeing space. We believe in building a meaningful connection with travelers as they seek connection over consumption, and Sanya – with its growing culture of wellness – is the perfect place to express that vision.”

Dorothy Liu, Vice President, Merchandising Department, China Tourism Group Duty Free Corporation Limited, added, “CDFG is delighted to extend our partnership with EviDenS de Beauté through the launch of this flagship boutique, which brings a new dimension of sophistication to our beauty portfolio. The boutique combines retail innovation, spa expertise, and artistic storytelling in a way that aligns beautifully with Hainan’s evolution as a destination for experiential beauty and wellness. Together, we are reimagining how travelers engage with luxury skincare through spaces that inspire, educate, and create lasting emotional connections.”