Must-see events at Milan Beauty Week 2025 Between talks, personalized consultations, makeup sessions, masterclasses, and olfactory workshops
September in Milan will not only be synonymous with fashion, but also, and above all, with beauty. From September 17 to 21, 2025, the city will transform into a stage for the Milano Beauty Week, the week entirely dedicated to the culture of beauty and well-being. And this year, it’s aiming higher. For its fourth edition, the event, born from the synergy between Cosmetica Italia, Cosmoprof, and Esxence, will not stop at the city’s borders but will expand into Fuori Milano Beauty Week, with stops in Crema, Lodi, Monza and Brianza, Florence, and Venice. These cities will host parallel events and initiatives, each highlighting in its own way the special connection between its territory and the world of cosmetics. But let’s start with Milan, the beating heart of it all. The three iconic hubs will be: Palazzo Giureconsulti, just steps away from the Duomo, once again the core of the beauty village. Palazzo Castiglioni, ready to host charity initiatives and solidarity projects such as Beauty Gives Back (a fundraising campaign supporting La forza e il sorriso Onlus, which organizes free beauty workshops for women undergoing cancer treatment). Palazzo Bovara, making its debut as the third hub with exhibitions, talks, and olfactory workshops curated by the Accademia del Profumo. Adding to the atmosphere will be the unmissable Beauty Cubes scattered across central squares, the charming Beauty Trams, which will bring beauty on the move through the city streets, and the much-anticipated Beauty Saturday Night on September 20, 2025, a white night that will light up Milan until late.
On Sunday, September 21, the curtain will fall on the city’s most prestigious stage: Teatro alla Scala, which will host the Accademia del Profumo 2025 Award Ceremony, elegantly concluding a week full of experiences, encounters, and emotions. Within this kaleidoscope of events, the schedule unfolds as a true journey blending glamour, culture, innovation, and entertainment. Why go? Because Milano Beauty Week 2025 is not an event for spectators, but an experience to live firsthand. Whether you’re a make-up addict, a skincare lover, a fragrance enthusiast, or simply curious, this is the chance to dive into a world where every detail is infused with innovation, creativity, and, this year more than ever, kindness (the event’s central theme). Another reason to join? The Dog Beauty Cube: a fully equipped spa dedicated to the well-being of four-legged friends, located in Piazza San Babila, offering full treatments, hydro-massage baths, professional grooming, and practical tips.
Must-see events at Milan Beauty Week 2025
Dyson Beauty Cube
When: September 17–21
Where: Via Mercanti
At the Dyson Beauty Cube in Via Mercanti, visitors can try the new Airwrap Co-anda 2x™, the most powerful multi-styler in the range. Dyson hairstylists will offer personalized consultations and live demos showcasing the device’s 6-in-1 versatility. Also on display: other Dyson Beauty technologies and the new nourishing line Dyson Omega™, designed for hair health, featuring a repairing hydrating oil and a nourishing detangling leave-in spray.
Wycon Cosmetics
When: September 17–18
Where: Piazza Duomo
Inspired by the #GetOnLife concept, Wycon Cosmetics makes its Milano Beauty Week debut with an immersive experience inviting visitors to disconnect from the noise and reconnect with themselves, starting with the question: “What’s your first thought when you stop scrolling?” The journey continues with an emotional photobooth, a two-minute express make-up consultation, and the launch of the new The Lip Code collection, which expands the iconic Liquid Lipstick 10H and Hydrasheer lines with new shades. Each participant can take a personalized photo and will receive an interactive card with a QR code granting access to an exclusive playlist.
Yves Rocher
When: September 18
Where: Piazza del Duomo
In the heart of the Duomo, the Yves Rocher Beauty Cube will unveil the new Glow Énergie skincare line, formulated with Orange Nasturtium to revitalize dull skin and reduce signs of fatigue. Visitors can also try the free SkinDiag service, a device that analyzes 22 skin parameters through colorimetry to recommend a personalized skincare routine. Guests will receive a preview mini-size of the line, available in stores from September 23.
Dolce&Gabbana
When: September 18–21
Where: Piazza Castello, Teatro La Scala, Piazza Garibaldi, Arco della Pace and Largo Cairoli
The Dolce&Gabbana Beauty Tram will run through Milan from September 18 to 21, between 4:00 p.m. and 8:00 p.m., turning a tram ride into a sensory journey to discover the Devotion fragrance line. Passengers can enjoy olfactory quizzes, photo corners, and a gifting machine, along with an exclusive Beauty Tram Ticket redeemable for a gift at the Dolce&Gabbana newsstand in Corso Venezia. The final stop: the boutique at Via della Spiga 2, where visitors can explore the brand’s beauty services and book a make-up consultation with experts. Reservations available at beauty-tram.dolcegabbana.it until fully booked.
The Merchant of Venice
When: September 17
Where: Via Brera 4
On Wednesday, September 17, in the courtyard of the boutique at Via Brera 4, The Merchant of Venice will host a unique olfactory event: a journey through over fifty varieties of resins and scented woods from around the world, featuring the preview launch of Eau de Parfum Concentree Eternal Sunrise, inspired by Ancient Egypt. The evening will also include olfactory cocktails and an exclusive project: ES.SENCE, a jewel-perfume limited edition containing a fragrance made with resins and incense. Free event upon reservation, register by writing to milano@themerchantofvenice.it.
Veralab
When: September 17
Where: Via San Prospero 4 (Piazza Cordusio)
Veralab confirms its presence at Milano Beauty Week 2025 with a Temporary Store in Via San Prospero 4, ready to welcome fans with fun and immersive experiences. What should visitors expect in the new space? A true full immersion in Veralab’s magical pink world: photo corners, brand-dedicated spaces, and exclusive previews by Cristina Fogazzi.
Astra Make-Up
When: September 17–21
Where: Via Dante e Via Torino
It’s the official debut of Astra Make-Up at Milano Beauty Week. In collaboration with SHAKA, on Saturday, September 20, and Sunday, September 21, the brand will offer masterclasses led by Global Senior Make-Up Artist & Art Director Daniele Batella to explore techniques, innovations, and trends in contemporary make-up. Interactive corners and beauty games will also take place at OVS stores on Via Dante and Via Torino. The perfect opportunity to discover and win the brand’s products.
NIVEA
When: September 17–21
Where: from Piazza Fontana to Castello Sforzesco
From September 17 to 21, between 3:30 PM and 7:30 PM, the NIVEA Beauty Tram will depart from Piazza Fontana, offering an immersive experience dedicated to the rejuvenating Cellular Epigenetics Serum. With skin analysis, interactive areas, and relaxation lounges, passengers will embark on a unique journey through innovation and beauty. Reservations open on September 15 via this link. Ready to hop on board?
Mo’Stò
When: September 19–21
Where: Be Indie Market Via Lanzone 11
Mo’Stò also makes its debut, a new Abruzzo-based brand blending tradition and contemporary skincare. Its secret? Montepulciano d’Abruzzo extract, rich in antioxidants, and grapeseed oil obtained from winemaking by-products, incorporated into its formulas. At the Be Indie Market in Sant’Ambrogio, the brand will present Champagnino, a scented intimate water enriched with cotton oil and natural actives, combining freshness and delicacy, along with its first lip collection. Visitors will fall in love with Delulu, a smoothing scrub with sugar and active Abruzzo wine water; BAE, a nourishing and plumping lip balm with hyaluronic acid spheres and grapeseed oil; and Kiss Me Whine, a volumizing, anti-pollution patch that protects and brightens the lips.
FREEVOLA
When: September 18–20
Where: Corso Garibaldi 2
Among the multisensory experiences of Milano Beauty Week designed to surprise and engage the public, FREEVOLA stands out, a gourmand fragrance brand with a playful and sparkling spirit. From September 18 to 20, the Lively perfumery at Corso Garibaldi 2 will become a true sensory lab with the special Sniff & Taste event. Here, each fragrance will be presented not only through its olfactory notes but also paired with a macaron that replicates its essence. Alongside the sweet and indulgent side, the corners will highlight FREEVOLA’s diverse personalities, with specific moods tied to each reference.
Syoss by Palette
When: September 19–21
Where: Via Mercanti
From September 19 to 21, the Syoss by Palette Beauty Cube in Via Mercanti celebrates the brand’s rebranding with a fresh image and more high-performing formulas. Two hairstylists will offer free blow-dries and eyebrow treatments with Syoss Brow, while color analysis expert Elisa Bonandini will guide guests in choosing the most suitable shades. A Memory game and exclusive gadgets will complete the experience, fully dedicated to hair style and color.
ghd x Sebastian Professional
When: September 19–20
Where: Corso Vittorio Emanuele e Rinascente Duomo
On September 19 and 20, the Beauty Cube in Corso Vittorio Emanuele will host two days of live hairstyling as ghd and Sebastian Professional join forces. Friday the 19th will be ghd Day, with styling sessions focusing on the new ghd Chronos line, the next generation of professional curling irons featuring advanced Curl-Responsive Technology. Saturday the 20th will celebrate Sebastian Professional Day, with the Sebastian Tribe creating tailor-made styling sessions using the brand’s most loved products and ghd tools, plus customizable tote bags by the Bonora Brothers at Rinascente Duomo. Two unmissable events celebrating beauty through innovation, creativity, and style.
Nyx Professional Makeup
When: September 19–21
Where: Piazza San Babila
At the lively Crazy Lift Beauty Cube in Piazza San Babila, Nyx Professional Makeup brings a burst of energy with the launch of the new The Brow Glue Crazy Lift, the brow gel with a built-in comb that delivers a laminated effect and promises a defined, long-lasting look. Visitors can try the product through personalized flash make-up sessions guided by the brand’s make-up artists and learn tips and techniques for flawless brows in just a few steps. To make the experience even more fun, exclusive surprises and gifts will be offered to the loyal Nyx beauty community.
Garnier
When: September 18–21
Where: Darsena Piazza XXIV Maggio
At the Darsena, from September 18 to 21, the Garnier Vitamin C Pop-Up will transform one of Milan’s most iconic spots into a hub of energy and radiance. Visitors can enjoy an immersive experience with interactive games, personalized gadgets, and evening DJ sets, making the event a true gathering place during Milano Beauty Week. The spotlight will be on the Vitamin C range, recently revamped with an even more powerful and effective serum against dark spots. A must-attend event for those looking to explore skincare in a dynamic, youthful, and smart way, without missing out on the fun.
Mesauda Beauty
When: September 19
Where: Piazza Duomo, angolo Pattari
The Mesauda Beauty Cube will light up Piazza Duomo on September 19, transforming into an immersive space during Milan Beauty Week 2025. Guests will get a first look at the latest Mesauda Beauty launches (including the new Drawmatic Shadow™), try the products with the support of professional make-up artists, and enjoy exclusive beauty experiences. Visitors will also receive gifts and surprises, connecting directly with the brand, which celebrates the week of beauty with innovation and creativity.
Max Factor
When: September 20
Where: Piazza Duomo
On Saturday, September 20, Max Factor will light up Piazza Duomo with a Beauty Cube entirely dedicated to the power of color. Visitors can enjoy personalized consultations with make-up artist Rajan Tolomei, take part in the interactive plinko game, and win some of the brand’s most iconic products. The highlight? A branded selfie mirror designed to capture and share the looks created.
adidas
When: September 17
Where: Palazzo Giureconsulti, Piazza dei Mercanti
On September 17, adidas will open its Milan Beauty Week experience with a unique olfactory journey inside Palazzo Giureconsulti. The spotlight will be on the adidas Vibes collection, featuring eau de parfum and perfumed mists, showcased through three sensory worlds: Escape, Power Up, and Relax. Between interactive experiences and themed games, participants will explore personalized fragrances and receive an exclusive adidas Vibes gift.
Rimmel London
When: September 21
Where: Piazza San Babila
The must-attend event to discover the world of Rimmel London is on Sunday, September 21, at the Beauty Cube in Piazza San Babila. The experience will be an invitation to self-expression, with make-up stations for quick retouches, a claw machine packed with Rimmel London best-sellers, exclusive goodies, and the colorful Love Wall. To complete the atmosphere, motivational balloons will spread messages of positivity and creativity.
Miamo
When: September 20-21
Where: City Life
Among the highlights of Milano Beauty Week is the launch of the Miamo Beauty Tour, the brand’s first traveling event dedicated to functional cosmeceuticals. From September 20 to October 12, the tour will stop in Milan, Genoa, Turin, and Naples. Inside a vintage-style yet contemporary van installation, visitors can enjoy an immersive experience with product testing, interactive activities, and personalized skin analyses through the advanced Skin Analyzer, guided by Miamo’s beauty experts. Founders Camilla D’Antonio and Elena Aceto di Capriglia will accompany each stop to meet the community and share the brand’s philosophy: every skin is unique and deserves a tailor-made care journey.
