THE APROPOS BEAUTY DAYS 2026
With the first APROPOS Beauty Days, APROPOS is opening a new chapter in its more than 40-year company history in the summer of 2026. From July 2 to July 4, 2026, all APROPOS stores across Germany will, for the first time, be transformed into curated worlds of luxury beauty experiences – from Cologne and Düsseldorf in the west, to Hamburg in the north, Berlin in the east, and Rottach-Egern on Lake Tegernsee in the south of the country.
The APROPOS Beauty Days bring together international fragrance and beauty brands, exclusive masterclasses, personalized consultations, and special gift-with-purchase promotions in an event format that goes far beyond the traditional point of sale. At its core is a new kind of luxury shopping experience: personal, inspiring, and emotionally engaging.
As Germany’s leading luxury concept store, APROPOS has stood for an extraordinary fusion of fashion, beauty, home, and art for more than four decades. Carefully curated brand worlds, distinctive store designs, and close relationships with a discerning clientele create spaces where products are not only discovered but truly experienced.
The APROPOS Beauty Days embody precisely this philosophy and translate it into an innovative format for the world of exclusive perfumery and premium beauty. Visitors can look forward to a multifaceted journey through exceptional fragrance universes, iconic beauty innovations, and personal encounters with the stories behind the brands.
„Today, luxury is more than ever about creating emotions and immersing people in unique worlds. With the APROPOS Beauty Days, we are bringing the most extraordinary beauty and fragrance brands of our time to the place where genuine relationships are built – our stores and our customers. We want to inspire, surprise, and create memorable moments that stay with people long after their visit. The APROPOS Beauty Days are an invitation to experience luxury with all the senses."
Daniel Riedo
Co-Founder & Co-CEO APROPOS
In addition to personalized consultations and exclusive brand activations, the program includes selected masterclasses in an intimate setting. Invited guests will gain insights into the creation of iconic fragrances, discover the art of layering, and experience exceptional presentations that bring the signature style of each maison to life in a truly unique way.
Supported by comprehensive communication across all APROPOS channels, the event creates an experience that generates attention far beyond the store spaces themselves while sustainably enhancing the desirability of the participating brands.
Discover more about the program of the first APROPOS Beauty Days and gain further insights into which brands are offering special experiences and exclusive moments for you.
Exclusive Partners for Luxury Fragrances
THE BIG APROPOS
GIFT-WITH-PURCHASE SPECIAL!
The APROPOS Beauty Days bring together some of the most fascinating names in international luxury beauty and haute parfumerie. Each brand represents a distinctive signature, exceptional craftsmanship in the use of raw materials, and therefore the highest standards of quality.
With the purchase of a fragrance between July 2 and July 4, all participating brands will have a special surprise waiting for you, including luxurious travel-size fragrances ranging from 2 ml to 7 ml and 9 ml. Naturally, these gifts are available only while stocks last.
Participating brands:
AMOUAGE | ATELIER COLOGNE | ATKINSONS 1799
ALEX COSMETICS | BDK Parfums | BIOEFFECT*
BYREDO** | DARLING | DIPTYQUE*** | ESCENTRIC MOLECULES
KILIAN PARIS | MAISON FRANCIS KURKDJIAN
MATIERE PREMIERE | SPIRIT OF DUBAI
* With the purchase of a serum
** With the purchase of a product valued at €170 or more
*** With the purchase of a product valued at €180 or more
IN OUR PROGRAM, YOU CAN CLICK HERE TO SEE WHICH BRAND IS AVAILABLE AT WHICH LOCATION.
EXKLUSIVE MASTERCLASSES
As part of the APROPOS BEAUTY DAYS, the brands ATELIER COLOGNE, MATIERE PREMIERE, and BYREDO invite guests to exclusive masterclasses, where they will present their fragrance worlds, creative concepts, and iconic compositions in greater detail. Attendance is by invitation only and places are strictly limited.
Click here to find out at which location each brand’s masterclass will take place, or visit our homepage directly to access the features on:
MASTERCLASS ATELIER COLOGNE
MASTERCLASS MATIERE PREMIERE
MASTERCLASS BYREDO
KILIAN PARIS Astro-Special
Sensual, luxurious, and uncompromisingly elegant, KILIAN PARIS celebrates the art of seduction through extraordinary fragrance creations. During the Beauty Days, the brand will invite guests on selected dates into the mysterious world of tarot cards. Based on a personal tarot reading, your individual soul fragrance will be determined.
Allow yourself to be enchanted and experience fragrance consultation in an entirely new way.
IN OUR PROGRAM, YOU CAN CLICK HERE TO FIND OUT WHETHER THIS EXPERIENCE IS AVAILABLE AT YOUR LOCATION, AS WELL AS THE DATES AND TIMES.
EXCLUSIVE PARTNERS FOR COSMETICS, HAIR & BODY
Due to high demand, we kindly ask you to allow sufficient time for your visit.
We appreciate your understanding that only one complimentary treatment per person can be provided.
CLICK HERE IN OUR PROGRAM TO FIND OUT AT WHICH LOCATIONS, ON WHICH DAYS, AND AT WHAT TIMES THE WONDERFUL SPECIALS OF OUR HAIR & BEAUTY PARTNERS WILL TAKE PLACE.
LOTTERY WITH DARLING
DARLING takes sun protection to the next level! With the new Cloud Drop SPF 50, the Italian beauty brand combines high-performance UV protection with intensive skincare in an ultra-lightweight formula. This innovative everyday moisturizer with SPF 50 helps protect the skin from harmful UV rays, delivers long-lasting hydration, and supports the skin's natural barrier - for a healthy-looking, radiant complexion every day.
To celebrate the launch, DARLING and APROPOS are giving away an exclusive set featuring a DARLING Cloud Drop SPF 50, a stylish DARLING Cloud Drop Tumbler, and a DARLING Mini Padded Pouch. The giveaway will take place on Instagram via @apropos_store.
BEAUTY BAR by ÖZGÜR SARIKAYA
This special experience with Özgür Sarikaya in Cologne truly stands out. Enjoy a Korean lash lifting treatment including a nourishing care treatment and keratin finish for beautifully curved, healthy-looking lashes with long-lasting results. In addition, benefit from brow design using precise threading techniques for perfectly defined eyebrows.
Treat yourself to the ultimate beauty upgrade: lifted lashes or perfectly shaped brows – a look that instantly adds expression, freshness, and a wow factor to your face.
PILATES LOTTERY WITH JOSEF P STUDIO
Together with the reformer Pilates studio JOSEF P in Rottach-Egern, APROPOS is giving away two tickets for a Pilates session via Instagram (@apropos_store).
Founded by Paulina Richter and Paul-Julius Jaumann, JOSEF P now operates studios in several German cities, including the picturesque Lake Tegernsee region. The concept combines reformer Pilates, community, and lifestyle, bringing the Pilates experience to life in a modern and inspiring environment.
HAIR & BEAUTY TOUCH-UP
BY Diana Schura | Salon La Folie
Whether it is a touch-up make-up session, a perfect blowout, or exclusive styling advice on hairstyles, coloring, and extensions – on selected days, Diana Schura invites you to enjoy an exclusive and complimentary beauty experience.
Hair and make-up artist Diana Schura from Berlin’s Salon LA FOLIE has gained extensive international experience in the premium and luxury segments. Her signature style stands for creativity and precision, but above all for personalized consultation at the highest level.
HAIR STYLING BY GHD
Give your hair an upgrade. During exclusive hair styling sessions by ghd, experienced stylists will show you how to create your individual look using the right techniques and tools. In a personal session, which normally costs €40 and is offered free of charge during the APROPOS Beauty Days, you will receive valuable professional tips tailored specifically to your hair type and styling goals.
Discover the world of ghd on selected days in Cologne, Dusseldorf and Hamburg.