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ITALY – MILANO BEAUTY WEEK: WITH 500 EVENTS PLANNED, THE FOURTH EDITION AIMS TO SURPASS LAST YEAR’S RECORD OF 230,000 ATTENDEES
Organised in collaboration with Cosmetica Italia, Cosmoprof and Esxence, the event will take place from 17 to 21 September at Palazzo Giureconsulti, Palazzo Castiglioni and, for the first time, Palazzo Bovara. Among the highlights: the Beauty Saturday Night with special late opening and DJ set. There will also be space for solidarity and prevention, with charitable projects and themed Beauty Cubes.
Workshops, exhibitions, conferences and widespread initiatives across the city: Milan is ready to host the fourth edition of Milano Beauty Week, running from Wednesday 17 to Sunday 21 September. The initiative, promoted by Cosmetica Italia in collaboration with Cosmoprof and Esxence, returns under the Madonnina with a rich programme dedicated to the culture of beauty and well-being.
The week will revolve around four key concepts – innovation, sustainability, inclusion and emotion – with kindness as the guiding thread of the entire event. The goal: to present the cosmetics industry not only as make-up and creams, but as a broad universe embracing hygiene, prevention, protection and self-care.
The main hubs will once again be Palazzo Giureconsulti and Palazzo Castiglioni, joined this year for the first time by Palazzo Bovara. But the calendar – over 500 events available on the official website and app – will also spread across commercial spaces, art and cultural venues.
Returning attractions include the iconic Beauty Cubes and Beauty Trams, immersive experiences bringing beauty into the heart of the city and aboard Milan’s historic trams.
The programme ranges from olfactory workshops to Dermocosm, the congress that will gather dermatologists, researchers and industry experts. The highlight will be the “Beauty Saturday Night” on 20 September, with the extraordinary evening opening of Palazzo Giureconsulti’s hub and a DJ set under its loggia, to experience beauty by night.
Social initiatives will also play a central role, such as:
- “Beauty Gives Back”, allowing participants to receive cosmetic products in exchange for donations in support of La forza e il sorriso Onlus;
- “Love is in the Hair”, with hair treatments offered in return for a solidarity contribution.
Special attention will be given to prevention, with themed Beauty Cubes set up in Piazza Duomo and Via Mercanti on 17 and 18 September.
Beauty will also extend beyond Milan: events are planned in Crema (Crema Beauty Days), Florence, Lodi, Monza and Venice. In addition, numerous cosmetics companies will host special initiatives in their own spaces.
All events will be free of charge, except for some activities requiring registration or specific participation methods indicated online. The declared objective is ambitious: to surpass the record of 230,000 attendees achieved in the 2024 edition