Digital strategies, R&D investments and resilience drive the sector’s global expansion: in 2025, Italian cosmetics continue to conquer the world.
According to the latest estimates by Cosmetica Italia, reported by Distribuzione Moderna and Panorama Cosmetico, exports in the sector have increased by 7% compared to the previous year, reaching approximately €8.5 billion in value. This means that nearly half of the industry’s total turnover now comes from abroad: a testament to the strength, vision, and adaptability of Italian beauty manufacturers.
A slower domestic market, but exports keep soaring
While the domestic market shows more modest growth (+3.3%), exports continue to power the entire sector. Italy thus consolidates its position among the world’s top cosmetics exporters, alongside France, South Korea, and the United States.
The strength of Made in Italy remains unmatched: Italian beauty products are prized for their formulation quality, technological innovation, design, and safety — values that inspire lasting trust among international distributors and consumers.
Digital strategies and global marketing: the new competitive edge
This export boom is no coincidence. In recent years, many Italian companies have invested heavily in digitalization and international marketing, using B2B platforms and targeted communication tools to connect directly with global buyers and distributors.
While international trade fairs — increasingly hybrid — remain a key meeting point, the real competitive edge now comes from the ability to leverage professional digital channels (from marketplaces to lead generation platforms) and to turn data into lasting business relationships.
Research and sustainability as passports for export
Another pillar of growth lies in scientific research and sustainability. Italian manufacturers are responding to global demand for cleaner formulations, eco-friendly packaging, and transparent supply chains. From the laboratories of Bergamo to the start-ups in the Emilia-Romagna district, innovation has become a form of industrial diplomacy: a universal language of respect, technology, and responsibility.
Resilience and reputation: the real assets of the future
Despite market instability, logistics challenges, and rising energy costs, the Italian beauty industry has shown remarkable resilience. Behind every percentage point of growth stand family businesses, SME networks, and integrated supply chains that continue to invest, train, and innovate. The reputation of Made in Italy, built over decades of excellence, remains its most valuable asset — one that must be protected at all costs.
Beyond 2025: a new Renaissance for Italian beauty
From Carnaby Street to Tokyo, passing through Dubai and New York, Italian beauty is more than a product: it’s a culture being exported. If 2024 was the year of recovery, 2025 is the year of international maturity: the moment when Italian companies not only sell abroad but build strategic partnerships, green projects, and sustainable growth models.
A contemporary Renaissance that illuminates the industry and, if supported by strong industrial and digital policies, can solidify Italy’s position as a global benchmark for professional beauty.
