Aveda Unveils Its Complete Vision with Shanghai Flagship

Estée Lauder’s premium haircare brand Aveda has officially opened its first new-concept flagship store in China, signaling a strategic push to deepen consumer engagement in one of the world’s most promising beauty markets.

Located in Shanghai’s Xintiandi, the two-story standalone store is designed to resemble cascading hair—a nod to the brand’s core identity. Inside, over 50 SKUs spanning scalp care, haircare. Skincare, body treatments, and aroma therapy are also on offer, including travel-sized options and a ceremonial handwashing station that enhances the overall brand ritual.

For the first time in China, Aveda is integrating full salon services into its retail format. Located on the second floor, the salon completes the brand experience with tailored services ranging from scalp analysis to full restoration treatments and custom styling—bridging diagnostics with indulgence.<