On 23 January, Madrid hosted the Digital Beauty Summit, an event that brought together 150 professionals from the cosmetics, perfumery and personal care sector in an iconic location steeped in history: the Yelmo Ideal cinema, one of the oldest cinemas in Spain and a symbol of innovation in its time. This emblematic setting served as a reminder of the importance of adapting to the new times and embracing digital transformation.
The meeting, organised by the Beauty Cluster, established itself as a key forum to discuss the opportunities and challenges of digitalisation and e-commerce in the sector. Attendees were able to enjoy inspiring presentations by industry leaders, who shared their knowledge and strategies to advance in this field.
David García, CEO of Ximart laboratories and vice president of Beauty Cluster, was in charge of giving the institutional welcome and highlighting the role of Beauty Cluster as a catalyst for the sector and a meeting point for companies in the beauty industry.
The first presentation was given by Cristina Pérez, Head of Startegy & Innovation at Kantar Insights, who highlighted the growing relevance of the online channel in her presentation and how to accelerate the e-beauty strategy.
Justo Hidalgo, Chief AI Officer at Adigital, brought the topic of artificial intelligence to the table and spoke on ‘Companies on the verge of a nervous breakdown: Governance strategies to transform AI regulation into business growth’.
Next, Rebeca Lamata, Sales Team Manager Spain at Lengow, showed how to Boost the Digital Presence of your Beauty E-commerce in 2025.
Paula Sebastián, Beauty Category Manager in TikTok, TikTok Shop for the first time and exclusively in Spain.
The first part of the day was closed by Jaime del Valle, Global Director, Beauty Tech Services Omnichannel Scale & Success at L'Oréal, who surprised the audience by explaining how the ‘L'Oreal Beauty Tech: Beauty for each, powered by Tech’ group works with technology.
Attendees were able to enjoy a coffee break by Cristina Oria and take advantage of the meeting to connect with other professionals and network.
Mario Cadafalch, Innovation Digital Technology Director at Puig, was in charge of opening the second part of the programme with ‘Innovative solutions to digitally transform the experience and business of perfumery’ presenting Wikiparfum and ScentXP.
There was also space to learn how to connect with the public. David Tomás, Co-founder and CEO of Cyberclick, gave the keys to implement ‘People-Led Marketing strategies to boost the beauty sector’.
To end the block of presentations, Alejandro Prieto, Director of the Department of Data Protection and Digital Regulation at Autocontrol, presented ‘The code on the use of influencers in advertising: a useful tool for brands and content creators’.
The event also concluded with a round table moderated by Sara Jiménez, Communication Manager of Beauty Cluster, with the participation of representatives from different areas:
- Montserrat Arias, CEO of Bemypartner (agency).
- Marta Panera, of Foreo, and Chen Yue, of Phergal (brands).
- Anna Fuster, of @partnersincream and CEO of TWOPOLES, and Nerea Landa (influencers and content creators).
The Digital Beauty Summit 2025 no only reinforced the importance of the digital transformation in the sector, but also it turn an essential meeting point to inspire and boost the collaboration among professionals. A day where tradition and innovation gave the hand to look to the future.