BEAUTICK Masterminds the Ultimate Hair & Beauty Narrative | Milan Fashion Week

Beautick
spring/summer 2027
Milan Fashion Week
#Beautick #MFW #SS27

Discover how Beautick shaped the definitive beauty codes of Milan Fashion Week S/S 2027 on FashionTV!

Expanding beyond the traditional boundaries of backstage styling, legendary beauty agency Beautick – under the creative direction of founder Beppe D’Elia – introduced a groundbreaking multisensory concept during Milan Fashion Week spring/summer 2027.

Merging luxury haircare, high-fashion styling, and bespoke perfumery, Beautick presented an immersive olfactory beauty ritual that transformed the runway backstage into a sensory experience.

Centering on the philosophy that hair is the ultimate vessel for fragrance, the new concept integrates custom-blended hair perfumes and scent-infused luxury elixirs into the hair creation process.

Rather than treating fragrance as a final touch, Beautick treats scent as an invisible garment, formulating subtle notes of crisp bergamot, luminous amber, and soft solar accords that activate with natural movement on the runway.

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