Wycon cosmetics enters Morocco with two stores in Casablanca

Tuesday 14 April 2026 - 11:20

By: Dakir Madiha

Wycon cosmetics enters Morocco with two stores in Casablanca

Chiccorner has launched the Italian beauty brand WYCON Cosmetics in Morocco, opening its first two stores in Casablanca at Morocco Mall and Californie Mall. The move expands the group’s portfolio of international brands and strengthens its position in the country’s growing beauty retail segment.

Founded in Italy in 2009, WYCON Cosmetics has built its identity around offering high-quality, accessible products developed under Made in Italy standards. The brand promotes an inclusive approach to beauty and positions cosmetics as a tool for personal expression. It has grown steadily since its first store in Perugia and now operates nearly 300 locations worldwide, supported by around 1,000 professionals and a production network largely based in Italy.

The Moroccan launch reflects WYCON’s broader international expansion strategy. The brand has increased its footprint across Europe and the Middle East, while also entering high-visibility retail environments such as travel retail, including cruise ships, major Italian train stations, and Naples airport. It has also developed partnerships in Switzerland through shop-in-shop formats, allowing it to adapt to different retail ecosystems while maintaining a consistent brand identity.

Since 2023, WYCON has accelerated its European growth with directly operated stores in France, starting in Paris at Westfield Forum Les Halles. The expansion continued in Spain with new openings in Madrid and Barcelona in October 2025. At the same time, the company has strengthened its digital strategy through an upgraded e-commerce platform and expanded presence on international marketplaces across the EMEA region.

Chiccorner selected Morocco Mall and Californie Mall to ensure strong visibility for the brand at launch. The two locations introduce Moroccan consumers to a full beauty offering that includes makeup, skincare, fragrances, and accessories. The product range spans face, lips, and body care, along with professional tools and fragrance lines, with a focus on formulation quality, safety, and inclusivity.

The group sees the launch as part of its strategy to bring high-potential international brands to Morocco. Chiccorner already manages a portfolio of global labels through physical stores and its Premium Shop platform, aiming to meet evolving consumer expectations in style, accessibility, and retail experience.

For WYCON, the Moroccan entry marks a strategic step into a dynamic market where demand for experiential retail and accessible beauty continues to rise.