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Kérastase has expanded its Kérastase Society hotel experience to cities across Europe, Australia and South Africa, with beauty activities built around its hair-care lines. Italian skin-care brand Miamo has taken a different approach, partnering with London’s The Shepherd Mayfair to stock selected products in guest-room minibars. The examples show how beauty companies are using hospitality to meet consumers outside traditional retail, though the report gives no results or financial details.
Kérastase has taken its Kérastase Society concept to hotels in cities across Europe, Australia and South Africa, while Italian skin-care brand Miamo is offering products in the minibars of London’s newly opened The Shepherd Mayfair. The partnerships put beauty products and brand experiences into hotel settings, giving companies another route to reach guests beyond stores and online shopping.
At each Kérastase Society stop, a hotel is turned into an immersive beauty hub focused on selected lines, including Gloss Absolu, Chronologiste and Blond Absolu. The programme described in the report includes styling lounges, dinner parties and a Glaze Café that offers hair scans. Cities named include Milan, Paris, Berlin and Amsterdam, as well as Melbourne and Johannesburg.
The approach combines product discovery with activities in a hospitality setting. Rather than limiting the brand presence to products for sale, Kérastase’s format brings guests into contact with its hair-care lines through styling and other hosted experiences. The report describes the concept as expanding globally, but does not give a complete itinerary or the number of participating hotels.
Miamo’s partnership with The Shepherd Mayfair is more focused on in-room access. The science-led Italian clinical skin-care brand has placed a curated selection of its products in the hotel’s guest-room minibars. The source does not identify the products or say whether guests can buy them, use them as part of their stay, or both.
Hotels Become Beauty Brand Touchpoints
The partnerships illustrate two ways beauty companies can use hotels as consumer-facing spaces: hosted brand experiences and products available in guest rooms. For visitors, that can mean encountering a hair-care service or skin-care product during a stay rather than seeking it out through a beauty retailer. For brands, hotel guests represent an audience gathered outside the usual shopping environment.
The commercial impact is not established in the available report. It provides no attendance, sales, repeat-purchase or customer-acquisition figures, and does not say whether the hotel activations have produced measurable returns. The examples are evidence of brands testing hospitality partnerships, not proof that the strategy has succeeded across the industry.
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Two Models, One Hotel Setting
The report presents Kérastase Society as a travelling, event-led concept that has reached several international cities. Its hotels host multiple activities linked to the brand’s hair-care ranges. By contrast, Miamo’s minibar placement puts a selected set of products directly in hotel rooms, without the larger event programme described for Kérastase.
Both arrangements use the hotel as a point of contact with guests, but they differ in scale and format. The source does not provide details about how long either partnership will run, whether guests pay for the products or services, or whether the same arrangements will be repeated at other properties.
“Kérastase is “betting big” on experiential hospitality in 2026.”
— Cosmetics Business report
Commercial Results Remain Unreported
The report does not state how many hotels have hosted Kérastase Society, how many guests have taken part, or whether the programme has generated sales or longer-term customer engagement. It also does not disclose financial terms or explain how the brand selects hotel partners. For Miamo, the product list, guest pricing and duration of the minibar arrangement are not provided. The available source is an excerpt from a premium article, so additional details may appear in the full report.
More Partnership Details Are Needed
No further dates or announced hotel partners are included in the source material. Readers looking to track the developments should watch for Kérastase’s next Society locations and any additional information about the participating hotels, as well as updates from Miamo or The Shepherd Mayfair on the minibar offer. Without published performance figures, the next clear measure of the strategy will be whether either brand expands its hotel partnerships or releases results from the existing arrangements.
Key Questions
What is Kérastase Society?
It is a Kérastase concept that turns hotels into beauty hubs, with activities such as styling lounges, dinner parties and a Glaze Café offering hair scans.
Which cities are named for the Kérastase programme?
The report names Milan, Paris, Berlin, Amsterdam, Melbourne and Johannesburg, along with other locations described as part of the global rollout.
What is Miamo doing with The Shepherd Mayfair?
The Italian skin-care brand has partnered with the newly opened London hotel to place a curated selection of Miamo products in guest-room minibars.
Are the hotel partnerships proven to increase sales?
The source provides no sales or performance data. It describes the partnerships and their formats but does not establish their commercial results.
Source: cosmeticsbusiness.com
