In 2025, one beauty retailer is making waves all over France: Primor.
Still little-known until recently (unless you’ve strolled through Malaga or Madrid), this Spanish cosmetics retailer is giving the French market quite a makeover.

Why? Because it offers luxury brands at mini prices. Yes, you read that right. Dior or Clinique at Primor prices, it’s like finding perfume at 60% off in duty free… without taking the plane.

Primor: The Spanish Beauty Phenomenon Explained

Founded in 1953 in Malaga, Primor was originally a small family-run neighborhood perfumery.
Today? It’s a European beauty giant, with hundreds of stores across Spain, Portugal, Italy, and Andorra.

Their recipe? Simple:

• An XXL catalog: from luxury to mass market, there’s something for everyone.
• Unbeatable prices: the “discount but chic” policy.
• Regular promotions: because happiness also means 30% off your favorite perfume.
• A no-fuss customer experience: pleasant, smooth, both in-store and online.

Why Do the French Love Primor in 2025?

Even without a single store in France, Primor is booming.
In 2025, it’s the fastest-growing beauty retailer on Google, from 5,400 searches in 2021 to 301,000 in 2025!

Here’s why:

• Luxury at low prices: the French love big brands, but not their price tags. Primor means luxury without the dizziness at checkout.
• The must-stop beauty destination in Spain: impossible to resist Primor - shopping bags overflow with products.
• Influencers are talking about it: discovered while on holiday, they’ve created massive buzz around the brand.
• Customers want choice and good deals - and Primor understood that before anyone else.

Primor, Still at the Cutting Edge of Beauty Trends?

Primor doesn’t just offer attractive prices - it aligns with the most sought-after beauty trends among French consumers.
Its catalog reflects the most popular products and brands of the moment.

The Star Products of 2025 Available at Primor

• Victoria’s Secret body mists (+1,181,000 Google searches): yes, they’re at Primor, and no, you’re not dreaming.

• ‍Essential oils: a total hit this year (1,142,500 searches), and Primor offers a full range.

• The Ordinary, the minimalist and science-based brand: (916,500 searches) and a best-seller on the site.

In other words: if it’s trending, it’s already available at Primor.

How Do the French Buy Primor Products?

Well, no stores (yet) in France, but two options:

• The e-commerce site: fast, easy delivery straight from Spain.
• A little beauty trip: a weekend in Barcelona, a stop at Primor, and voilà - a suitcase full to the brim.

Why You Absolutely Need to Pay Attention to Primor!

The signals are green (and blush pink). The retailer opened a new store on August 1, 2025, in Madrid: 9 Calle Preciados (source: Primor), and all signs point to France being the next step.

The concept is appealing, the prices unbeatable, in a context where discount is booming and French consumers are already captivated by the brand image.
In short, all that’s missing is a flagship in Paris to complete the picture.

Primor: A Profitable Concept?

Behind its colorful displays, Primor has built a solid model.
The brand relies on high volume, fair prices, and optimized e-commerce management - allowing it to generate more than $200 million in sales in 2024 (source: ECDB).

With over 250 stores across Europe and a loyal customer base estimated at 3.6 million people per year in Spain (source: Grupo Mercadeo), Primor combines profitability and appeal.

Will Primor Redefine the Future of the Beauty Market in France?

The arrival (announced or not) of Primor is much more than a trend - it’s a turning point.
Luxury becomes accessible, discount becomes desirable, and major French retailers are starting to sweat a little.

Primor may not yet have a physical presence in France…
But in the minds (and shopping carts) of consumers, the brand is already well established.

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And if 2026 finally marks Primor’s arrival in French shopping centers?
One thing’s for sure: the market is ready - and so we are !

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