Shaka, the OVS beauty concept, is taking part in Milano Beauty Week 2025 with ShakaLand, an event entirely dedicated to beauty, hosted inside selected OVS stores.

The ground floors of three key OVS stores in Milan—Via Torino, Via Dante, and Corso Garibaldi—will be transformed into a true beauty paradise. An innovative concept where the leading brands from the Shaka range will take center stage in experiential corners.
A multisensory journey featuring product testing, exclusive treatments, interactive activities, talks, games, and musical performances, all driven by energy, the central theme of the 2025 edition of Milano Beauty Week.
A rich schedule of masterclasses, meetings with founders, experts, and training sessions; live DJ sets, in collaboration with RTL 102.5 and Radio Zeta, event partners, will bring the stores to life with live music and radiovision broadcasts.

The ShakaLand concept represents a space where every room is an open door to an immersive sensory experience, designed to surprise and inspire. Light, dreamlike atmospheres, made of soft colors and floating clouds, will invite visitors to discover the latest make-up and skincare trends.