L’Oréal Opens Italy’s First Social Beauty Salon at Casa Jannacci in Milan

L’Oréal Italia has inaugurated the country’s first Salone Sociale—a Social Beauty Salon—inside Casa Jannacci, the historic municipal shelter that has supported vulnerable residents of Milan for decades. The project, part of the global “Beauty for a Better Life” program, marks a significant step in bringing beauty, dignity, and essential care to people experiencing hardship in the city. L’Oréal has a an entire division committed to community responsibility and development.

The ribbon-cutting ceremony at Viale Ortles 69 was attended by Ninell Sobiecka, President and CEO of L’Oréal Italia; Lamberto Bertolé, Milan’s Councillor for Welfare and Health; Iñigo Larraya, Chief Sustainability Officer Europe for the L’Oréal Groupe; Hayatte Maazouza, Director of the Beauty for a Better Life Program; Marco Vasario, General Manager of L’Oréal Italia’s Professional Products Division; Alberto Sinigallia, President of Fondazione Progetto Arca; and Eleonora Goretti, Medihospes Coordinator for Casa Jannacci.

A Beauty Space Designed for Social Impact

The new Social Salon has a simple yet powerful mission: to make beauty accessible to those who need it most. Two days a week—on Tuesdays and Thursdays—individuals facing economic and social vulnerability can book an appointment for free haircuts, hairstyling services, and basic hygiene and beauty products. L’Oréal Italia aims to serve 1,000 beneficiaries within the first year.

Far more than a makeover space, the salon is designed as a welcoming environment where beauty becomes a tool for dignity, empowerment, and social reintegration. “This initiative allows us to give back to the community in a meaningful way,” said Sobiecka. “Beauty can restore confidence, support emotional well-being, and help people feel more connected to society.”

Training Professionals to Support People with Complex Needs

The services are provided by specially trained socio-estheticians and socio-hairdressers—professionals who combine technical expertise with the sensitivity required to assist vulnerable individuals. These practitioners received training at L’Oréal Italia’s Beauty HUB in Milan, with instruction from the Professional Products Division on the use of L’Oréal Professionnel products and tools. They also completed specialized socio-beauty training from Fondation L’Oréal, focused on interacting with people experiencing trauma, isolation, or social fragility.

This dual training aims to create professionals who not only deliver high-quality treatments but also understand the emotional and psychological aspects of care. Their role is to help guests regain self-esteem, develop confidence, and improve their overall well-being—essential components for those working to rebuild stability in their lives.

A Global Program with Local Impact

“Beauty for a Better Life” is a global initiative launched by Fondation L’Oréal in 2021 to support people in difficult socio-economic conditions through free beauty and wellness treatments. Over the past decade, the foundation has provided professional beauty training to more than 67,000 women across 28 countries and reaches an average of 20,000 women annually through social beauty services.

The positive effects are well-documented:

• 89% of women who received beauty treatments reported increased self-esteem.
• 81% said they developed a more positive self-image.
• 78% felt more socially integrated as a result of the program.

By bringing the Social Salon to Milan, L’Oréal Italia introduces a new model of community support centred on empathy, care, and the transformative power of personal attention.

A Collaborative Effort Rooted in Milan’s Social Fabric

The initiative is the result of a partnership between L’Oréal Italia, Fondation L’Oréal, and Casa dell’Accoglienza Enzo Jannacci, the city-run shelter managed through a network of social organizations including Medihospes and Fondazione Progetto Arca. Casa Jannacci is one of Milan’s most important social support structures, offering temporary housing, reintegration paths, and essential services to individuals facing homelessness or financial instability.

With the arrival of the Social Beauty Salon, Casa Jannacci expands its offerings with a service that addresses not only practical needs but also emotional and psychological well-being. It is a reminder that beauty—often seen as a luxury—can instead be a catalyst for dignity and inclusion.

As Milan continues to invest in social innovation, the L’Oréal Social Salon stands as an inspiring example of how private companies and public institutions can work together to improve lives, one haircut—and one renewed sense of confidence—at a time.