The Italian cosmetics industry is an excellence worth €18 billion in turnover.

In 2025, the Italian cosmetics industry reached a turnover of €18 billion, proving to be one of the healthiest sectors of Made in Italy. As highlighted in Cosmetica Italia’s Outlook 2025 report, growth is being driven by international markets and domestic consumption. In this article, we analyse data, exports, key markets, the production supply chain and the main developments in the sector, from innovation to sustainability.

The Italian cosmetics sector in 2025: turnover, growth and global positioning 

In 2025, the Italian cosmetics industry confirmed its solidity with a turnover of €18 billion, up 2.9% on the previous year, as reported by Federchimica.

The sector ranks among the excellences of Made in Italy, contributing to the competitiveness of the national production system in a global context marked by slower economic growth but increasing trade flows.

Despite pressures related to energy and production costs, as well as regulatory adjustments concerning ESG, ecodesign and packaging, the sector maintains a positive trajectory, supported by international demand and the resilience of domestic consumption.

Italian cosmetics exports: destination markets and strategic relevance

Exports are the main growth driver for the sector. In 2025, exports reached €8.6 billion, with an increase of 4.1%, contributing to a positive trade balance of €5.1 billion.

The weight of exports is also significant from a structural perspective, accounting for 48% of revenues. Italy therefore confirms its position as the fifth-largest exporter worldwide, with a 5.6% share of the global market.

The United States ranks as the leading destination market, with €1.2 billion, followed by France (€0.9 billion) and Germany (€0.8 billion). This positioning highlights the ability of Italian companies to compete in the main international markets. Among all sectors of Italian industry, cosmetics is one of the most export-oriented.

Cosmetics consumption in Italy: value, trends and growth channels

In 2025, domestic consumption reached €12.8 billion, with growth of 3.2% compared with 2024. This figure confirms the resilience of demand, with cosmetics continuing to be considered an integral part of everyday routines.

Italy ranks as the third-largest European market for cosmetics consumption and tenth globally. In addition, average growth over the past three years stands at 6.5%, above the international trend.

From the perspective of distribution channels, e-commerce confirms its position as the most dynamic, with an increase of 9.8%, signalling a transformation in purchasing habits and in the relationship between consumers and products.

Supply chain and segments: from make-up to fragrances

The Italian cosmetics production supply chain stands out for its integration and specialisation, involving companies active across all phases, from research to distribution. This model enables high quality standards and strong production flexibility.

Looking at market segments, skincare remains the leading category, with €4.3 billion, followed by haircare (€2.95 billion) and cleansing products (€2.26 billion).

Make-up remains stable at €1.72 billion, while fragrances represent the most dynamic segment, with €1.55 billion and growth of 7.4%. Among the best-performing products are blush, hair styling products and men’s fragrances, confirming increasingly diversified demand.

Innovation, sustainability and growth prospects

In 2025, the sector is undergoing major transformations linked to innovation and sustainability. Companies are investing in research to develop higher-performing products and respond to increasingly aware consumers.

Among the emerging trends is “multi-skinification”, which integrates skincare functionalities into haircare and make-up products. At the same time, consumption patterns show an “hourglass effect”, with a rationalisation of essential purchases and a greater propensity towards premium products.

On the environmental front, attention is growing towards sustainable and inclusive packaging, also in response to European regulations. The outlook for 2026 points to turnover growth of 4.0% and consumption growth of 3.5%, confirming a positive dynamic for the sector.

Cosmoprof Bologna 2026: an international showcase for Italian cosmetics

One of the most important international showcases for key players in Italian cosmetics is Cosmoprof Bologna, held every year in Emilia-Romagna. The trade fair plays a strategic role thanks to the large number of professionals and enthusiasts it attracts.

With 3,104 exhibitors from 68 countries and over 255,000 professional visitors from around the world, Cosmoprof Bologna covers an exhibition area of more than 170,000 square metres. Its offering is able to meet the increasingly sophisticated needs of all distribution channels, with an omnichannel approach.

The trade fair is the perfect event to discover global innovations and trends in advance, supported by a calendar of diversified content for every type of user and business sector. Special initiatives include insights into sustainability, technology and innovative packaging. Through B2B matchmaking programmes, the event facilitates connections between brands, suppliers and distributors. Finally, Cosmoprof Bologna is also a global showcase for the excellence of Made in Italy, where creativity, quality and innovation come together.

Italian cosmetics in global markets thanks to OpportunItaly

The Italian cosmetics industry confirms itself as a dynamic sector, capable of meeting international demand thanks to production quality, innovation and supply chain integration. The growth in exports and the evolution of consumption outline a favourable scenario for companies, which can expand their presence in foreign markets and strengthen their competitive positioning.

In this context, OpportunItaly supports companies in their international development journeys, promoting relationships with global partners and supporting the enhancement of Made in Italy. Discover how OpportunItaly supports cosmetics companies: join the programme.

Sources: 
 
Cosmetica Italia 
Federchimica

Summary

• The Italian cosmetics industry reached a turnover of €18 billion in 2025 (+2.9%).

• Cosmetics industry exports in 2025 reached €8.6 billion (+4.1%), equal to around 50% of revenues.

• Italy is the fifth-largest exporter worldwide in the cosmetics sector, with a 5.6% share.

• Domestic consumption amounts to €12.8 billion (+3.2%), making Italy the third-largest European market for cosmetics.

• Among the main sales channels, e-commerce is growing (+9.8%), while fragrances represent the most dynamic segment (+7.4%).