Milano Beauty Week 2025 opened its doors to a celebration of freedom, self-care and cutting-edge beauty technology with “Free to Shine,” an immersive event produced in partnership with Braun. From morning yoga flows to high-tech IPL demonstrations and thought-provoking monologues, the day offered a comprehensive exploration of what it truly means to care for your body without judgment or compromise.
Skin i-Expert: Braun’s spotlight on lasting smoothness
The star attraction was undoubtedly Braun’s new Skin i-Expert, a state-of-the-art pulsed-light device designed for at-home, professional-grade hair removal. Attendees examined its sleek ergonomic shape and cutting-edge features:
- Adaptive Intensity: Five energy levels sense skin tone and hair thickness, ensuring both safety and comfort.
- Glide-and-Flash Technology: Continuous motion mode allows for quick treatment of larger areas like legs and arms.
- Precision Head: A smaller attachment for delicate zones such as the bikini line and underarms, delivering pinpoint accuracy.
- SmartSkin Sensor: Automatically adjusts settings in real time, reducing the risk of over-treatment.
Demonstrations highlighted how a full leg treatment can be completed in under 15 minutes, with minimal sensation reported by users. Guests noted the device’s comfortable feel and appreciated that consistent use promises up to six months of smoothness, eliminating the daily drag of shaving or salon visits.
Yoga flow for body positivity with Denise Dellagiacoma
The morning began with a transformative yoga session led by renowned instructor Denise Dellagiacoma. Set to an uplifting soundscape, Denise guided participants through dynamic sequences aimed at reconnecting mind and body:
- Sun Salutations: A series of flowing poses to increase circulation and awaken the muscles.
- Heart-Opening Poses: Camel and Cobra postures to promote confidence and open the chest.
- Warrior Variations: Exercises focusing on strength, balance and a sense of inner empowerment.
- Grounding Meditation: A brief mindfulness practice emphasizing gratitude for the body’s resilience.
This gentle yet invigorating start set the tone for a day that foregrounded self-acceptance and the joy of movement, encouraging each woman to experience her own “flow” free from external pressures.
“Pelo & Contropelo”: Chiara Francini’s body-positive manifesto
Mid-afternoon, actress and writer Chiara Francini took the stage for her monologue “Pelo & Contropelo.” With wit and honesty, she examined society’s relationship to body hair, tearing down stereotypes one anecdote at a time:
- “Why is a smooth leg ‘professional’ but a natural chin hair ‘lazy’?” she quipped, confronting double standards.
- “I chose to flaunt—or to remove—my hair on my own terms, not because a magazine told me to,” she declared.
- Exploring hair as heritage, identity and a symbol of personal freedom, she invited the audience to celebrate choice above all.
Her performance reminded everyone that beauty extends far beyond surface appearances; it is rooted in autonomy, authenticity and the courage to define one’s own standard of care.
Psychological perspectives with Dr. Giulia Amandolesi
Psychologist Dr. Giulia Amandolesi joined the conversation to unpack the emotional dimensions of hair removal. She highlighted that:
- Body hair can trigger deep-seated beliefs about femininity and self-worth.
- Routine grooming rituals serve both practical and psychological needs, offering a sense of control.
- Choosing one’s grooming path should be stress-free and aligned with personal values, not social coercion.
Dr. Amandolesi encouraged attendees to view epilation as an act of self-care rather than conformity, suggesting simple breathwork and journaling exercises to process any anxiety tied to body image.
Statistics and real-world insights
Braun’s market research, conducted in partnership with Eumetra, reveals that 99% of women remove body hair regularly. The top motivations include:
- Self-confidence: 62% state smooth skin makes them feel empowered.
- Social occasions: 64% cite beach or social gatherings as reasons to groom.
- Fashion preferences: 55% prefer hair-free skin to wear summer fashions comfortably.
- Medical and intimate comfort: 25% feel smoother skin aids in medical exams and 21% find it enhances intimate moments.
These figures underscore that epilation is far from trivial—it is a multifaceted practice blending personal comfort, social confidence and individual expression.
Interactive calligraphy stand and networking lounge
Beyond keynotes and demos, a creative calligraphy stand allowed participants to etch their personal mantras—“Free to Shine,” “Own Your Glow”—onto keepsake cards. Nearby, a chic networking lounge served artisanal refreshments, fostering genuine connections over shared beauty philosophies. Many attendees swapped Instagram handles and product tips, turning the event into a vibrant community hub.
From sunrise salutations to evening reflections, “Free to Shine” at Milano Beauty Week confirmed that genuine beauty care requires both innovative technology and soulful empowerment. With Braun’s Skin i-Expert and a curated program of movement, storytelling and mental wellness, every woman left inspired to embark on an epilation journey that reflects her truest self.
