The fifth edition of the Rinascente Beauty Fair transforms the stores into beauty playgrounds with 49 brands, 400 events and new fragrances and skincare. Until March 16th.
Beauty returns to being an experience to be lived, touched and listened to. With the fifth edition of the Beauty Fair, Rinascente transforms its stores into true beauty playgrounds, interactive spaces where products, consultations and masterclasses build a calendar full of appointments and new discoveries.
With this edition, Rinascente consolidates its role as a point of reference in the world of beauty, anticipating a wide-ranging strategic project. In fact, the opening of Rinascente Odeon Beauty Hall in Milan is scheduled for May 2027, a 3,000 square meter space entirely dedicated to beauty.
The event, active from 4 February to 9 March throughout the network and extended in the flagships of Milan Piazza Duomo and Rome Via del Tritone until 16 March, confirms itself as a widespread laboratory in which interactivity and research guide every choice. Out of 49 brands in the assortment, over 55% of the proposals are made up of new products, the result of work aimed at offering concrete added value to customers. Names such as La Prairie, Maison Valmont, Erborian, Born To Stand Out, Matière Première, 19-69, Pesade, Saranghaeyo, Eredi Zucca and Brunello Cucinelli make their debut with the national preview launch of three fragrances, confirming a curation that looks at the niche as much as at consolidated luxury.
In the flagship store in Milan Piazza Duomo the center of gravity is represented by the fragrances. Eighteen brands animate an olfactory journey that crosses different languages and geographies, from Kilian to Nishane, from Ex Nihilo to Matière Première and Essential Parfums. To complete the offer, the Olfattorio Bar à Parfums pop up with Maison Crivelli, Caron, Room 1015 and Atelier Materi, in a succession of masterclasses and events dedicated to the philosophy of the brands. Perfumery thus becomes a story, a cultural as well as sensorial experience.
In Rome Via del Tritone the brand mix expands with the entry of high-end skincare products such as La Prairie and Maison Valmont, alongside niche perfumery brands such as 19-69, Atelier Versace, Atkinsons 1799 and Escentric Molecules. The approach remains the same, offering personalized consultancy and moments of in-depth analysis that transform the purchase into a relationship.
The Beauty Fair also extends widely to other stores. In Rome Piazza Fiume, Turin Via Lagrange and Monza Largo Mazzini, skincare features Dibi Milano together with brands such as Torriden and Super You Skin. Dibi Milano itself animates the calendar with masterclasses and immersive experiences, making available the DIBI MILANO SKIN ANALYZER, technology that allows a free analysis of the skin to identify the most suitable path and then continue in the Dibi Centers through the dedicated store locator.
Between haircare and make up there is space for brands such as Living Proof, Color Wow, Alfaparf, NABLA and MASQMAI, while home fragrance enriches the proposal with companies such as Millefiori Milano, Culti Milano, Acqua dell’Elba and Carthusia. Cagliari, Catania and Palermo also participate with targeted selections across skincare, make up and perfumery, confirming the desire to build a coherent experience across the entire territory.
