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Kérastase has taken its Kérastase Society concept to hotels in six cities, using styling lounges, events and hair scans to present its products. Italian skin care brand Miamo has partnered with London’s The Shepherd Mayfair to place selected products in guest-room minibars. The examples show how beauty companies are using hospitality settings to reach consumers, though the source provides no figures on sales or campaign results.
Kérastase is taking its Kérastase Society concept into hotels across six cities in 2026, as beauty brands look to hospitality partnerships for ways to introduce products and meet consumers outside traditional retail. Separately, Italian skin care company Miamo has partnered with London’s newly opened The Shepherd Mayfair to put selected products in guests’ in-room minibars.
The L’Oréal-owned hair care brand’s hotel activations are planned for Milan, Paris, Berlin and Amsterdam, as well as Melbourne and Johannesburg. At each stop, the hotel is turned into a beauty-focused space built around Kérastase lines including Gloss Absolu, Chronologiste and Blond Absolu, according to Cosmetics Business.
The experience includes hair-styling lounges, dinner parties and a Glaze Café that offers hair scans. The report describes Kérastase as making a major commitment to experiential hospitality in 2026, but does not provide the events’ dates, participating hotel names or details on how guests can attend.
Miamo’s arrangement is more directly tied to the hotel stay: guests at The Shepherd Mayfair in London can find a curated selection of the brand’s products in their room minibars. The source identifies Miamo as an Italian, science-led clinical skin care brand. It does not specify which products are included or whether guests can purchase them, take them home, or use them as complimentary amenities.
Hotels Become Beauty Brand Showrooms
These partnerships put beauty products in settings where potential customers can encounter them through an activity or part of a stay, rather than only on a shop shelf or in an advertisement. Kérastase’s lounges and hair scans offer opportunities for guests to experience the brand’s services and product lines; Miamo’s minibar placement puts its products within reach in a private hotel room.
For brands, hotel partnerships may offer access to travellers and guests who are not already shopping for beauty products. For hotels, curated beauty experiences can add another amenity or activity to the guest experience. Those are plausible commercial advantages, not reported outcomes: the available source provides no attendance, sales, conversion or customer-response data with which to measure the partnerships’ results.
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Two Different Hotel Partnerships
The examples show two distinct ways of connecting beauty and hospitality. Kérastase is using hotels as venues for a branded, event-led experience spanning several markets. Miamo’s partnership with The Shepherd Mayfair instead places products in the hotel room, making the brand part of the guest’s stay without requiring a separate event.
Both approaches rely on hotels as more than places to sleep: they provide a setting in which guests can encounter brands in person. The report presents these projects as part of a wider interest in hotel partnerships, but the supplied extract names only these two examples. It does not establish how common the strategy is across the beauty industry or whether either partnership is intended to continue beyond its current run.
“Kérastase is “betting big” on experiential hospitality in 2026.”
— Cosmetics Business report
Campaign Results Are Not Public
The available source is a short extract from a premium Cosmetics Business report, so the details are limited. It does not state when each Kérastase event will take place, which hotels are involved, how many visitors are expected or whether the activations are open to the public or restricted to guests and invitees.
It is also unclear how Miamo’s minibar products are priced or supplied, and whether the selection is complimentary. No figures are given for either brand’s spending, sales, guest participation or return on investment. The source describes the companies’ initiatives, but provides no evidence that hotel partnerships have produced measurable commercial gains or that other brands are following the same approach at scale.
Watch for Dates and Results
The next confirmed developments to watch for are the dates and hotel locations for Kérastase’s six-city programme, along with further details on access to its styling lounges, events and hair scans. The source does not give a schedule or announce a follow-up report.
More information about the Miamo arrangement could clarify which products guests will find in their minibars and whether they can buy or take them away. Until brands or hotel partners publish details on participation and outcomes, the initiatives remain examples of marketing activity rather than evidence of how effective the strategy is.
Key Questions
Which cities will host Kérastase Society hotel experiences?
The reported cities are Milan, Paris, Berlin, Amsterdam, Melbourne and Johannesburg. The source does not name the hotels or give event dates.
What can guests expect at a Kérastase hotel activation?
The reported features include styling lounges, dinner parties and a Glaze Café offering hair scans. The programme may vary by location; the source does not give city-by-city schedules.
What is Miamo offering at The Shepherd Mayfair?
Miamo has partnered with the London hotel to place a curated selection of its skin care products in guest-room minibars. The source does not identify the products or explain their price or availability.
Have the hotel partnerships increased sales or attracted more customers?
The available report extract gives no sales, attendance or customer-response figures. Their commercial impact has not been established in the supplied material.
Source: cosmeticsbusiness.com
