Darling Launches at Printemps Haussmann in Paris
Updated: 5 days ago
Darling, the Italian premium suncare brand, made its Paris debut at Printemps Haussmann in June 2025, in store and online on printemps.com. The launch was structured by Beauty Expert Consulting.
Cloud Drop, Shield-Me, Glowy Screen, Mist-Me and Protect-Me. Images: Darling.
Printemps Haussmann, a beauty landmark since 1865
Founded in 1865 on Boulevard Haussmann, Printemps is one of the great Paris department stores, with a beauty offer among the largest in the world. For a brand that wants to make suncare desirable, it is the ideal stage: a client who comes for beauty, and a store that sets trends.
Printemps Haussmann, Paris. Photo: Marimarina, Wikimedia Commons (CC BY-SA 3.0).
For its press day at Printemps Haussmann, Darling was one of only 8 indie brands selected by the store, in front of more than 100 journalists and influencers.
The Darling stand at Printemps Haussmann. Photo: Beauty Expert Consulting.
Who is Darling?
Founded in Italy in 2018 by Alberto Giacobazzi and Ilenia Gebennini, Darling set out to make SPF desirable and to give sun protection the status of high-end skincare. Its formulas combine broad protection with skincare actives and antioxidants, refined textures and a signature scent, in pastel packaging. They are vegan, cruelty-free and designed to be safe for marine biodiversity. Before Paris, the brand was already sold in more than 20 countries, at retailers such as Luisaviaroma, Rinascente, Niche Beauty and Globus.
Why premium suncare is winning in France
SPF every day: sun protection has moved from the beach bag to the daily skincare routine.
Skincare benefits: clients want protection that also hydrates and makes the skin glow.
Pleasure matters: texture, scent and design turn a necessity into a product people love to use.
How Beauty Expert Consulting built the launch
Retailer selection: choosing Printemps Haussmann as the Paris showcase for the brand.
Pitch and negotiation: positioning Darling between suncare and skincare, and structuring the listing.
Assortment: selecting the best sellers for the Printemps client.
Launch coordination: aligning brand, store and online teams for the June opening.
A wider French rollout
Printemps opened the French market for Darling, followed in June 2025 by the concept stores Hortense and Maison Diaphane.
Italian suncare, now on the Paris beauty map.
FAQ
Where can I buy Darling in Paris?
Darling is available at Printemps Haussmann in Paris and online on printemps.com.
What are Darling's signature products?
SPF 50 essentials such as the Cloud Drop moisturizer, the Shield-Me sun stick, the Glowy Screen face sunscreen and the Mist-Me cooling spray.
How can a suncare brand get listed at Printemps?
A distinctive positioning, a clear hero assortment and a structured launch plan make the difference. Beauty Expert Consulting supports brands from retailer selection to launch.
Launching your beauty brand in France?
Beauty Expert Consulting opens the doors of leading retailers for premium beauty brands. Discover how we launched Cosmetics 27 at La Samaritaine and Flora Lab Paris at Galeries Lafayette. Let's talk about your next launch.
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