Overview
Marionnaud is one of Europe's major perfume and beauty retail chains, with more than 700 stores in France, Austria, the Czech Republic, Hungary, Italy, Romania and Switzerland, and online shops in its markets. It sells fragrance, make-up and skincare from leading beauty brands. For a beauty or fragrance brand, Marionnaud is an important channel, especially in France.
Who is behind Marionnaud
Marionnaud was founded in France and was bought in 2005 by A.S. Watson Group, the world's largest health and beauty retailer, part of Hong Kong's CK Hutchison. In July 2026 CK Hutchison said it was considering selling Marionnaud to BEHN, a company set up by David Konckier, chief executive of the French perfume group Bogart. Reports since then describe Marionnaud as changing owner, and staff have raised concerns about falling customer numbers and the future of the business. Brands should follow the ownership change closely.
What the shopper sees
Marionnaud offers selective perfumery and beauty in stores and online, with a loyalty programme and in-store beauty services, competing with Sephora and Nocibé in France.
How brands can work with Marionnaud
Marionnaud works with beauty brands as a retailer, buying products for its stores and online shops. A brand approaching Marionnaud should be ready with:
- A fragrance, make-up or skincare brand that fits selective beauty retail.
- EU and Swiss cosmetics compliance, including notifications and correct labelling.
- Product content and packaging in the languages of Marionnaud's markets.
- Marketing and in-store support, such as testers and promotions.
Why Marionnaud matters for brands
Marionnaud gives beauty brands access to hundreds of stores in France and Central Europe, although its new ownership may change its strategy.
How eBrands looks at Marionnaud
eBrands works with brands on marketplaces and retail channels across Europe and North America, and beauty is one of our core categories. If you want to see how Marionnaud could sit alongside the channels you already use, we are happy to talk it through.
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