Swiss Beauty Select Targets 100+ Kiosks Within Two Years
The beauty brand marked its second anniversary with 40+ kiosks and plans to grow the network to more than 100 over the next two years. Offline channels currently contribute around 65% of business, with online accounting for 35%.
The brand move
Swiss Beauty Select plans to expand from 40+ kiosks to more than 100 outlets over the next two years after marking its second anniversary on September 29, 2026. Offline channels account for around 65% of business, with online at 35%.
The numbers
- second anniversary
- 40+ kiosks
- more than 100 outlets
- next two years
- around 65%
Why it matters for the brand
Swiss Beauty Select plans to grow from 40+ kiosks to more than 100 in two years, building on offline channels that already contribute around 65% of business.
What to track next
- Kiosk count updates against the 100-plus target and the pace of openings.
- Any disclosure of kiosk sales, payback periods, or location-level profitability.
- Changes in the offline/online sales mix from the current 65%/35% split.
- New partnerships with landlords or retailers, alongside any closures or paused openings.
- Track whether new kiosks cluster in malls, high streets, or other retail formats to infer the economics Swiss Beauty is prioritizing.
The counter-case
The 100+ kiosk goal is an ambition, not evidence of durable growth. More than doubling the network in two years could strain capital and operations, while kiosks may add locations without improving sales or profitability. Offline's 65% share also leaves the brand exposed to the costs and limits of physical retail.