Aveda Malaysia has opened a store in Kuala Lumpur, its second outlet in Asia Pacific.

At Pavilion Kuala Lumpur, the store has a new retail concept and is described by the US beauty product company as an “experience centre”.

Instead of run-on shelving and glass store front, the outlet features six “experience zones” where consumers can explore products such as hair care for either men and women, skincare and bodycare.

Founded by Horst Rechelbacher in 1978, Aveda is now owned by Estee Lauder Companies with its headquarters in Minneapolis, Minnesota.