Jelmoli sets new standards with the opening of the new beauty department in the ground floor. The area has been reinvented into a stylish beauty market, an area for high-quality and exclusive niche fragrances and the innovative brand counters with many interactive features. The new beauty floor is presenting international luxury brands as well as newcomers and consists of 33 counters and 150 brands: Such as the Chanel and Sensai counter concepts that are unique throughout Europe or the highly anticipated brand counter of Gucci Beauty available in Switzerland at Jelmoli only.

The Beauty Market is the multi brand centre and meeting point, focusing on highly specialized niche brands like Alf Heller, By Nacht, Oribe und skin689. Luxurious niche fragrances like Atkinsons, Frédéric Malle and Creed are represented in the fragrance area. Beauty newcomers such as the Canadian brand The Ordinary are available for the first time in Switzerland and connect with younger and digital driven customers. The Swissness factor is represented with luxury brands like La Prairie and Valmont and niche brands like Nazan Schnapp, Viliv, Elixseri, Kosho & Nescens. New brands like Deciem and Rituals as well as exclusive concepts from Guerlain, Maison Christian Dior and Sensai promote the Jelmoli beauty department to be the must-see shop destination on the ground floor of Switzerland's leading premium department store Jelmoli.