January 15, 2026

Guest Speaker at the L’Oréal Business Forum

The New Codes of Luxury at the L’Oréal Business Forum

There is a new conversation emerging in the world of beauty.
One that moves beyond trends, beyond techniques, and into something far more essential.

At the 1st L’Oréal Business Forum – The Salon Leaders, I had the privilege to speak about what luxury means today. Not as a concept, but as an experience.

Because luxury is changing.

In a world defined by speed, information, and constant stimulation, clients are no longer looking for more. They are looking for less. Less noise. Less effort. More clarity. More intention.

This is where the new codes of luxury emerge.

Escapism. Anticipation. Trust.

To feel calm from the first moment.
To feel understood without having to explain.
To feel confident in what will happen next.

These are not extras. They are expectations.

During the session, we explored how these three elements work together. Without anticipation, relaxation is temporary. Without trust, even the most refined experience feels incomplete. And without care, transparency becomes distant.

Luxury today is not about adding more.
It is about refining what already exists.

With Gratitude

My sincere thanks to Maria Korali, General Manager of PPD L’Oréal Hellas and her team for the trust and the invitation to be part of this meaningful initiative.

And to all the salon leaders who joined the conversation, for your presence, your openness, and your commitment to elevating the experience you offer every day.