The event dedicated to beauty research and excellence.
The fifth edition of Experience Lab – International Beauty Exhibition was held from 19 to 22 February in the spaces of the Allianz MiCo, Milano Convention Centre. The event saw the participation of Excellence Magazine as media partner. The 2025 edition marked significant growth, with 58 participating brands, recording a 7.41% increase compared to 2024. Among them, 40 are Italian, representing approximately 70% of the total, while 18 come from abroad, with a strong European presence (Austria, Germany, Estonia, France, Greece, Poland, Romania, Spain, Sweden, United Kingdom) and an expansion into new markets such as the USA and South Korea.
The central theme of the event was a vision that celebrates expressive freedom in all its forms: “Beautyfool – The freedom to be who you want to be”, an Anglo-Saxon play on words that brought the manifesto of this edition to life. It is an invitation to rediscover boundless beauty, told by brands that have made authenticity their mission. Among them, many are Italian: Made in Italy cosmetics are a source of national pride and are recognized worldwide as a guarantee of quality. However, there were also numerous international exhibitors who chose this event, aware of its growing resonance. Now in its fifth edition, the event continues to expand every year.
Conferences and Workshops
Once again, this year, Experience Lab offered a rich program of conferences, featuring 16 brilliant speakers. The event opened with Chiara La Vitola, Creative Director & Communication at Spezierie Palazzo Vecchio, who provided an in-depth analysis of Olfactory Perception. The topic of sustainable beauty was explored by Martina Ferri, Head of Research and Development at Laboratori EFFE, alongside Federico Fumo, CEO & Founder of Laboratori EFFE, Sonia Laneri from the Department of Pharmacy at the University of Naples Federico II, and Andrea Ucchino, Design Director Southern Europe at Berlin Packaging.
Andrea Amari, CEO of ActiveBox, Cosmetically Different™, and Matteo Locatelli, CEO of Pink Frog Cosmetics, analyzed future beauty trends. In particular, the topic of SkinLongevity was addressed by cosmetologist Umberto Borellini and Professor Antonio Di Pietro, Founder and Director of the Vita Cutis Dermoclinic Institute. A discussion on social media and ethics in communication featured contributions from experts such as Marisa Ascioti, Pharmacist and Founder of the Italian Association of Qualified Cosmetic Informants (AIICQ), Ilaria Barbotti, PR at Assoinfluencer, Tiziana Iazzetta, Startup Founder and Expert in Marketing, and Pietro Lattao, Consultant & Perfume Content Creator.
The program continued with a session on philosophy and body perception, led by Professor Mauro Trentadue, Professor of Moral Philosophy and Founder of the School of Philosophical Counseling Research. Journalist and beauty expert Annalisa Betti, who moderated all the conferences, together with Cristian Cavagna, fragrance expert and educator, guided attendees through the hidden aspects of the beauty world. Finally, a debate on synthetic and natural formulations featured insights from pharmaceutical chemist Gisberto Caccia.
The event also enjoyed great success with two interactive workshops, designed to provide participants with an immersive experience. One, curated by CFF – Creative Flavours & Fragrances, was a fragrance creation workshop, while the other, a cosmetic formulation lab, was held in collaboration with Laboratori EFFE, partner of Experience Lab. For its fifth edition, Experience Lab received the contribution of Regione Lombardia and the patronage of the Municipality of Milan. Experience Lab was held concurrently with Esxence – The Art Perfumery Event, the world reference meeting of artistic perfumery.
