What are the new places for self-care? A list of places to be for a satisfying beauty experience

From home spas to immersive flagship stores, through hair bars and beauty pop-ups, the new luxury in the beauty world is no longer the product, it’s the experience. Today, self-care means inhabiting spaces, both physical and emotional, where aesthetics and wellbeing meet. The beauty experience becomes a sensory journey, a daily ritual combining personal care, emotional design, and skincare innovation. But where and how do we take care of ourselves today? And why are these spaces redefining our idea of beauty?

The new places for beauty and self-care in 2025

Bathroom is the new spa

There was a time when the beauty routine took place between the tub and the sink: a cream, a cleanser, and a little background music. Now, self-care has changed its setting too. The home space has become a personal temple, a sacred place where aesthetic gestures meet the need for pause, presence, and reconnection with oneself. Trends like #spiritualbath and #bathscape on TikTok turn routine into a visual and sensory ritual, where the home bathroom becomes a sanctuary of intimacy, our first and perhaps truest personal spa

Flagship that tell a story

The new beauty luxury is an experience to be lived. Brands have turned shopping into a sensory journey. The Glossier NYC flagship in SoHo feels like a film set dedicated to self-care, more than shopping, it’s an immersion into a shared aesthetic world. In Italy, brands like Aesop have transformed stores into places of calm and sensory awareness: minimalist spaces, warm lights, and scents that shape the emotional landscape. In Milan, beauty is also an experience: at Yepoda Haus, Europe’s first K-Beauty flagship, skincare, aesthetics, and sociality merge in a sensorial bar where visitors can test products, sip Korean drinks, and explore personalized routines through skincare tech. At Espressoh’s flagship, make-up becomes a moment of connection: masterclasses and events with the brand’s iconic products turn make-up into a shared, authentic, and contemporary ritual.

Hair Bar: when blowouts become an experience

Few sensations compare to walking out with a fresh blowout. Maybe just one: being offered a drink while getting it done. Hair Bars were created from this very idea, turning the blowout into a quick yet flawless beauty ritual, designed for those who seek relaxation without slowing down their city rhythm. Booking is easy: through an app, you select your styling, arrive at the salon, browse a digital menu, and enjoy a drink while you’re pampered. In thirty minutes, you have the perfect look, and that unique hair moment feeling.

Beauty spaces

The beauty experience also takes shape in temporary immersive spaces, weekend pop-ups and themed events that become true beauty destinations. Sephora’s Sephoria and festive Beauty Houses reinvent the shopping experience: spaces to test new products, join masterclasses, and create content surrounded by dreamlike setups. In Milan, the Dream Factory Sniff Sniff gallery elevates scent to art: personalized fragrances are created like artworks, in a journey connecting nose, memory, and imagination. Similarly, City Lab Cosmetics brings back the artisanal side of beauty, here you can create your own custom lipstick, choosing color, texture, and scent.

The body as a space to inhabit

From the home bathroom to beauty bars, the body has become the true space of contemporary self-care. It’s no longer about appearance, but about inhabiting your body with awareness. Every fragrance, hairstyle, or lipstick becomes a way to reconnect with yourself, to find small moments of quiet amid daily chaos.

Beauty is something to live

The future of beauty is not measured in bottles, but in experiences. Whether it’s a home spa, a holiday pop-up, a Korean bar, or a sensory salon, today beauty is lived in the spaces that reflect who we are. Because true beauty lives in everyday gestures, scents, and intentions.