Beautynova, the international professional haircare company behind the portfolio of leading brands, including milk_shake, Medavita and DEPOT, brought the global hairstyling community together in Madrid for Hairscape 2026. The event was an immersive three-day celebration of artistry, education and connection that brought together more than 1,000 hairstylists, educators, salon owners and industry professionals from around the world.
Held this past October, Hairscape transformed the Spanish capital into an international meeting point for the salon professional industry. Under the creative theme Kaleidoscope, the event explored the relationship between mirrors, light, geometric color patterns and avant-garde hair design. It challenged artists to look at hairstyling from new perspectives and celebrate the limitless possibilities of creative expression. The gathering brought together the international communities of milk_shake, DEPOT and Medavita, creating a shared platform for inspiration, collaboration and the exchange of ideas.
A Kaleidoscope of Creative Expression
At the heart of Hairscape Madrid 2026 was an ambitious creative program showcasing the talent and vision of Beautynova’s international artistic teams. Taking center stage at The Lenovo GARAGE, the below brands presented distinctive interpretations of kaleidoscope, translating the theme into innovative hair looks, artistic techniques and dynamic stage presentations.
milk_shake
Gianluca Grechi, Shelley Lane, Sabrina Nicolazzo, Miki Monino, Maverik Calzavara and Diego Avellini, with Andrew Smith contributing to the creative development and planning of the presentation.
DEPOT
Luca Malnati, Tom Hoffman, Diego Chamorro, Dayna Gamba, Larry Reha and Mirza Delic, with color by milk_shake artist Valentina Lametti.
Medavita
Martin Ottaviano, Maria Campomar, Michele diPaolo, Dennis Andruccioli, Emanuele Lombardo, Clara Lombardi, Maciej Fabianski and Jiri Hrabal.
Each team explored the kaleidoscope concept through its own artistic language, demonstrating how color, shape, texture and technique can come together to create new dimensions in hair design. The presentations culminated in a collective finale that celebrated the creativity and collaborative spirit of the event.
Education, Connection and the Power of Community
Beyond the stage, Hairscape Madrid was designed to encourage meaningful connections and professional development. For Beautynova, the event represented an important expression of its commitment to the professional salon community and the values that connect its global network: quality, innovation, research, education and exceptional client care.
“Our vision for Hairscape Madrid was about bringing our community from around the world to one place and letting the creativity and passion flow,” said John Moroney, Senior Vice President of Global Education at Beautynova. “Hairscape is an opportunity for our international community to come together, push creative boundaries, exchange ideas and experience the power of education and inspiration firsthand.”
Madrid: Where Hair Artistry Meets Culture
The experience extended well beyond the creative presentations, with Madrid providing a vibrant backdrop for an event that celebrated the intersection of hairdressing, fashion, culture and lifestyle. Among the highlights was Gothic Chic Night at the iconic Teatro Eslava, where guests experienced an evening that brought the event’s creative spirit into Madrid’s celebrated cultural and nightlife scene.
In closing, a gala celebration at La Quinta de Jarama gave the VIP attendees the opportunity to connect in an elegant, relaxed setting, strengthening relationships and creating new connections across Beautynova’s international professional network.
Looking Ahead
By combining international artistic talent, immersive education, professional exchange and cultural experiences, Beautynova continues to invest in the people and creativity shaping the future of professional hairdressing. Hairscape Madrid was more than an industry gathering. It was a celebration of the artistry, individuality and collective energy that make the professional salon community such a dynamic force.
