Guerlain has opened its newest boutique at South Coast Plaza in Costa Mesa, Calif., marking its 100th stand-alone store globally; it’s the third in the U.S. and first on the West Coast.

The expansion reflects the French brand’s focus on growing its direct retail footprint and strengthening its position within the U.S. luxury beauty market, said Bertrand Pochet, Guerlain’s U.S. general manager, in a statement to WWD. 

“Guerlain was born in 1828 as a retailer in Paris and has maintained a rich heritage of providing a unique client experience,” said Pochet. “The South Coast Plaza boutique allows us to further cultivate this tradition in a key U.S. luxury market.”

The new boutique — at 3333 Bristol Street, suite 1862 — joins locations in New York and Miami. The space is designed with midcentury modern details, featuring clean lines, pale woods and golden accents. It houses the brand’s complete range of fragrance, skin care and makeup, while providing complimentary consultations across categories. Guests can also access a private spa room for personalized facials.

The opening reflects Guerlain’s larger U.S. expansion strategy, Pochet added: “Opening our own stand-alone boutiques and spas, alongside our established presence in high-end department stores, is a natural progression. We’ve strategically restructured our U.S. operations, and our sales have doubled in the last five years with our direct-to-consumer business poised to represent nearly half of our total U.S. revenue by the end of the year. This boutique is a testament to a part of our vision for the future.”