a commitment that goes beyond aesthetics
BTX Bar® Italia combines aesthetic medicine, culture, and social responsibility, focusing on inclusion, transparency, and self-determination. Through projects like BEyou, BEyond, BTX Café, Punto Viola, and our presence at Pride events, we transform the clinic into a space for listening, discussion, and care. A concrete commitment that integrates well-being, mental and physical health, and inclusion.
MAKING OUR VOICES HEARD
our commitments, our values.
BTX CAFÈ
the format that opens the dialogue.
The brand's most defining project is BTX Cafè, a unique cultural format in the industry that periodically transforms the clinic into a pop-up space for free, accessible discussion. Each event opens a debate on contemporary issues, rights, identity, and self-determination, following a dual track: in-person meetings that build community, and a video podcast that amplifies the voices involved across the brand's official channels, turning aesthetic medicine into a venue for open dialogue on current events.
BTX BEYOU
the program for transgender and non-binary individuals.
BEyou is the program BTX Bar dedicates to transgender and non-binary individuals, designed to support aesthetic transition as an authentic expression of individual identity. BEyou is a non-surgical, flexible, modular, and reversible program, developed in collaboration with transgender and non-binary associations to offer specific protocols at subsidized prices. Reinforcing this commitment, BTX Bar is currently the only medical clinic in Italy to have introduced an alias medical record specifically for transgender and non-binary patients.
BEYOND
the protocol for oncology patients.
BEyond is the protocol BTX Bar dedicates to oncology patients, inspired by the philosophy of the international organization "Look Good Feel Better," which was created to improve the appearance and self-confidence of people undergoing cancer treatment. The protocol is based on the clinical understanding that feeling and looking better triggers significant neuro-physiological benefits, including reduced perceived stress and the activation of the brain's reward and motivation circuits, with positive effects on concentration, social relationships, personal confidence, and quality of life—especially for those experiencing discomfort related to conditions or therapies that impact body image. The goal is to offer oncology patients aesthetic medicine treatments designed to help them feel comfortable in their own skin again, without shame or guilt.
PUNTO VIOLA
the partnership with DonneXStrada.
To combat gender-based violence, BTX Bar Italia has joined the DonneXStrada "Punto Viola" (Purple Point) project, committing to providing safe, welcoming spaces in its clinics staffed by professionals trained to listen, support, and guide anyone experiencing danger or distress related to gender-based violence. This partnership has also led to editorial initiatives, such as the "Ho detto no(i)" (I said no/we said no) campaign, launched for International Women's Day in collaboration with the association.
PRIDE PARTICIPATION
Rome, Monza, Milan, and Naples.
Our commitment to the LGBTQIA+ community is reflected each year in our active participation in Pride events in the cities where our brand is present. During Pride Month, BTX Bar donates a portion of its proceeds to support shelters in Rome and Milan, facilities that provide daily refuge for young LGBTQIA+ individuals who are victims of homophobia and transphobia. With the opening of our Naples location, our bond with the community has grown even stronger: the brand participated in Naples Pride with a dedicated float to celebrate everyone's right to freely express their identity. It is no coincidence that our Naples opening took place during Pride Month, confirming the long-standing connection between BTX Bar and the LGBTQIA+ community, which represents a significant portion of our network's patients.
WORK INCLUSION
the project with the shelters.
In line with this commitment, BTX Bar has launched work inclusion programs dedicated to residents of LGBTQIA+ shelters, offering concrete training and professional placement opportunities to young people facing social vulnerability due to homophobia and transphobia. This initiative complements our financial and symbolic support for these shelters with a more structural approach, capable of directly impacting the path toward independence for those we support.
