From September 17 to 21, 2025, Pettenon Cosmetics will take part in the fourth edition of Milano Beauty Week, an initiative promoted by Cosmetica Italia in collaboration with Cosmoprof and Esxence.
The event will be entirely dedicated to highlighting the social, scientific, and economic role of cosmetics, as well as celebrating the excellence of the Italian supply chain.
Alama Professional, Alter Ego Italy, and Fanola will play a leading role in the event with a rich calendar of initiatives and activities, helping to share and spread the culture of beauty with the public on this important occasion.
Event highlights:
Alama Professional
September 16–21 – Corso Como / Porta Nuova
The space will be transformed into an experiential store, where visitors can connect with the brand and discover its products firsthand.
Fanola
September 19 – Moscova / Largo la Foppa
The “Hairstream” Airstream lands in the center of Milan, accompanied by a vintage-style gas pump, for an original and engaging experience.
Alama Professional
September 20–21 – Palazzo Castiglioni, Corso Venezia
Beauty Gives Back: a solidarity initiative in support of La Forza e il Sorriso Onlus. With a donation, visitors will receive cosmetic products and contribute to free workshops dedicated to women undergoing cancer treatment.
Alter Ego Italy
September 21 – Palazzo Castiglioni, Corso Venezia
Love is in the Hair: a hairstyling marathon in support of La Forza e il Sorriso Onlus, sponsored by Cosmetica Italia. Visitors will be able to enjoy hairstyling services and treatments with a recommended donation.