Why beauty brands are checking into hotels

By Lynsey Barber | Published: 3-Nov-2026 Lynsey Barber

Floral Street, Skin Rocks and Merit Beauty are among the beauty brands checking into the hospitality space, with hotel partnerships offering opportunities to find new audiences, provide personalised experiences, and develop authentic collaborations

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Why beauty brands are checking into hotels

Harry Styles, Ariana Grande, Bad Bunny and… Kérastase? It is not just musicians embarking on major world tours this year. 

The L’Oréal-owned hair care brand has taken its Kérastase Society concept global, arriving at hotels in Milan, Italy, Paris, France, Berlin, Germany and Amsterdam, the Netherlands, as well as further afield in Melbourne, Australia, and Johannesburg, South Africa, this year.

Each stop has seen a hotel in the city turned into an immersive beauty hub, centred on Kérastase’s key lines such as Gloss Absolu, Chronologiste and Blond Absolu, and featuring styling lounges, dinner parties, a Glaze Café with hair scans, and more.

Kérastase is “betting big” on experiential hospitality in 2026, and it is not alone in tapping into the unique opportunities offered by hotels – from deeper connections with consumers to finding new audiences.

Miamo, the science-led Italian clinical skin care brand, and the newly opened The Shepherd Mayfair hotel in London, UK, have partnered to offer guests a curated selection of Miamo products in their in-room minibar.

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