DFS Group has joined hands with Shenzhen Duty Free Group to launch the world’s largest Beauty Hall, in Hainan.

Beauty Hall Hainan spans more than 6300sqm over two stories of the Times DF x DFS Haikou Mission Hills Duty-Free Complex, which was opened by the two groups earlier this year. Scheduled to open next month, Hainan’s new shopping destination will house more than 80 beauty brands, aiming to add another 20 by the end of next year.

“In choosing Hainan as the location for the largest Beauty Hall in our entire network, we wanted to show our customers how important they are to us, and that we will always deliver on our promise to create the most luxurious and exciting shopping experiences for them,” said Nancy Liu, president at DFS China.

“Our new Beauty Hall will undoubtedly become the must-visit destination for beauty shopping on the island, with many more surprises yet to come.”

At the heart of Beauty Hall is an escalator in DFS’s signature vibrant red running through an airy atrium adorned with kinetic digital cubes that change and shimmer. Brands featured in the Beauty Hall include Dior, Lancome, Estee Lauder, SKII, Shiseido, La Prairie, Clarins, and Christian Louboutin, with more first-to-market and exclusive brands planned for next year.

Customers can also shop online through the store’s WeChat e-shop, with a lineup of more than 70 beauty brands on offer. The new beauty space forms one of four new blocks to be opened at the complex throughout next year and 2023.

“This latest addition to the Times DF x DFS Haikou Mission Hills Duty-Free Complex will become a jewel in the crown of the fast-growing Hainan duty-free market,” said Jiangwei You, secretary of the group party committee and chairman of the group Shenzhen state-owned duty-free commodity group.