MILAN — Pharrell Williams’ Humanrace beauty brand has joined the Milan Design Week frenzy with a threefold activation that kicked off Tuesday.
Dubbed “Have a good day,” the project aims to remind visitors how self care is woven into the fabric of everyday life and is driven by daily rituals. In addition to tying with Salone del Mobile’s annual theme “Thoughts for Humans,” the concept is in sync with Humanrace’s mission of providing people with essential tools for living well, in this case stretching beyond skin care products to express the holistic approach to care embedded in the company Williams launched in 2020.
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“Humanrace is a journey of well-being, and our Milan Design Week experiences are curated to immerse you in the routines that become part of your everyday life,” said Williams in a statement.
That in Italy usually begins with coffee. The brand took over artisanal grocery store and café Terroir Milano, opting for a niche address known to locals and perceived as a neighborhood spot rather than the established go-to pastry shops and bars in town.
The location is known for its focus on independent, natural and artisanal producers and carries a selection of fresh bio ingredients, lesser-known wine and oil labels, array of teas and overall under-the-radar food brands. This week it switched its banner from its brick color to Humanrace’s vibrant green hue and added the brand to its offering of beauty labels — led by L:a Bruket — therefore temporarily joining the likes of 10 Corso Como and Modes in carrying Humanrace.
A 20-minute walk from Terroir, the Spazio Maiocchi venue displays a collaboration between Humanrace and Swiss-based company USM as part of Capsule Plaza 2025, which brings together designers and companies across interiors and architecture, beauty and technology, innovation and craft.
The tie-up resulted in modular furniture designs reimagining the bathroom as a modern temple for daily rituals. In particular, the USM Haller modular system tracing back to 1965 and here featuring fixtures provided by Laufen is rendered in the brand’s green color. The Humanrace skin care and body care collections developed by Williams in collaboration with his longtime dermatologist, Dr. Elena Jones, also feature in the installation alongside a selection of custom items. The products will be available for purchase at Spazio Maiocchi’s gift shop, where guests will receive a complimentary Humanrace tote bag with their purchase.
Running beyond design week, Humanrace has also launched the Reborn Pop-Up Spa at The Four Seasons hotel, open to guests and visitors through mid-May.
For the occasion, Jones has developed the Humanrace Deluxe Glow Facial treatment, which she will personally administer on April 11 and 12. The illuminating ritual combines Humanrace skin care with a CO2Lift Carboxy Gel Therapy mask and a relaxing massage.
On April 13, guests can book a consultation with Jones, who will offer tailored advice to support everyday skin care rituals. The Humanrace Signature Glow Facial, an express version of the treatment featuring Humanrace skin care, a revitalizing Dèesse Pro Express LED mask, and a soothing massage will be available until next month.
The trifecta of implementations is among Andrea Grilli’s first moves in enhancing brand awareness in the market since joining the company. Grilli, who succeeded the brand’s founding chief executive officer Rachel Muscat in October, said the firm “chose to embrace the culturally significant moment of Salone del Mobile to deliver a holistic message that reflects the brand’s strategic vision — a journey that begins with design and leads to well-being.”
Grilli added that each leg of the project and partner brand “shares the same core values as Humanrace, where design, innovation and education form our guiding paradigm.”
Previously Humanrace has tied up with the likes of Dover Street Market, Adidas and rapper Tyler, The Creator’s fragrance label Le Fleur, among others.
