D. Petruzzi
Research expert covering Cosmetics, Personal Care, Health & Hygiene industries.
Skincare and make-up in Italy - statistics & facts
Skincare and make-up products are by now considered essentials in a good beauty routine. The skincare trend has recently been growing thanks to online platforms such as social media: the focus is now on protecting and nourishing the skin or improving its condition, removing blemishes, and defying aging. Make-up, on the other hand, has always been a favorite, especially for women, no matter their age. In 2021, around 244.5 million euros' worth of foundations and colored creams were consumed in Italy, while the consumption value of mascaras added up to 193.3 million euros. During that year, make-up products experienced strong growth in sales in all areas of Italy.
Face care: the most lucrative segment
Of all segments, Italians seem to prefer face care, which generated a revenue of 1.36 billion euros in 2021 alone and is expected to grow further by 2026. As far as facial cleansing products are concerned, these reached a sales value of approximately 135 million euros in 2021. Anti-aging and anti-wrinkle creams accounted for the largest proportion of face care consumption, followed by moisturizing and nutrient creams. In Italian pharmacies, where a good number of cosmetics and personal care products can be found, face creams were the most successful products, with a sales value worth roughly 444 million euros.International trade
As of 2021, over one billion euros' worth of creams were exported from Italy, a much higher value compared to other products like eye make-up. The leading destination country for Italian cosmetics that year was France, with over 550 million euros of cosmetics imported. It was followed by the United States, where Italian companies exported around 528 million euros' worth of cosmetics, and Germany. In total, Italy exported around 4.85 billion euros' worth of cosmetics. By contrast, imports of cosmetics to Italy in that period were worth only 2.1 billion euros.
