The retailer’s three-story Left Bank flagship treats contrast therapy, activewear, and skin tech as one continuous proposition rather than separate categories
Oh My Cream has opened a three-story, 2,690-square-foot flagship at 18 Rue du Vieux Colombier in Paris’s sixth arrondissement, its first location on the Left Bank and the clearest physical statement yet of founder Juliette Lévy Cohen’s conviction that wellness is the future of beauty. The store departs deliberately from the brand’s usual format of small, intimate concept shops, opting instead for a layered, experiential build that spans three distinct floors of programming.
The basement level houses contrast therapy, including an infrared sauna and two cold plunges, a category rarely paired with a beauty retail floor. The ground floor carries the full assortment of roughly 100 brands Oh My Cream stocks, including its three owned lines, its eponymous label and Combeau. One floor up holds the wellness core of the concept: the Glow Bar, serving juices and supplements from Atelier Nubio, the nutrition and collagen broth brand Oh My Cream acquired in April 2025, alongside an activewear corner developed with Spoade that Lévy Cohen has framed as an extension of the retailer’s curatorial voice into apparel. That same floor includes a beauty tools room stocked with LED masks and Ziip microcurrent devices, a traditional treatment room offering the brand’s full facial menu plus a newly added lymphatic drainage service for the body, and a dedicated events space built around a long table for master classes, inaugurated with a naturopath-led talk on juice cleanses.
The flagship arrives on the back of real momentum rather than as a speculative bet. Oh My Cream now operates 40 stores in France, six in London and two in Belgium, with annual sales approaching 50 million euros and growing more than 20 percent this year. Lévy Cohen has described the store as an innovation laboratory, with elements expected to migrate into the retailer’s traditional locations and additional flagships planned abroad, particularly across the United Kingdom, where a new store opens this winter ahead of expected moves into Spain and Italy.
What makes the strategy legible is the sequencing. Oh My Cream built its wellness credibility through acquisition first, then let a single flagship translate that portfolio into a physical experience customers can move through floor by floor. In a retail climate where shoppers increasingly choose destinations based on programming and experience over product count, that is a slower and more capital-intensive bet than a marketing push, but a harder one to fake. Lévy Cohen has positioned the retailer as a future alternative to Sephora and Space NK, and this flagship functions as the argument for why that ambition is credible rather than aspirational.