iU skincare/wellbeing shops in Brussels

I can not come up with any explanation as to why I was ignoring these shops up until now, but I have a feeling it is going to change soon :-). There are 5 iU magasins in Brussels (and 23 overall in Belgium), pretty much at every big shopping center - Basilix, City 2, Woluwe shopping, Westland shopping, Galerie Louise.

They are selling primarily pharmaceutical cosmetics, which sounds great (until you read a book by Paula Begoun), but you will find here many of the well-established skin-care brands, with a nice and informed personnel: