Content of the study:
The cosmetics market - Italy

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1.1 Definition and presentation

A cosmetic includes any substance used to clean, moisturize or alter a person's skin, hair, nails or teeth.

Cosmetics can be divided into two categories:

  • Beauty products: e.g. makeup, perfume, skin cream.
  • Care products: e.g. shampoo, soap, deodorant.

In Italy, the cosmetics market has shown incredible performance in recent years, thanks to the positive perception of the country of origin. In fact, both production and exports have shown an annual percentage increase since 2009. The market, however, is highly competitive and concentrated in the hands of a few cosmetics giants, who have to continuously innovate their offerings to keep up with the changing needs of consumers and not lose market share to an increasing number of smaller players trying to conquer a certain niche.

In fact, following the growing interest in issues such as sustainability and the environment, or the increased focus on product provenance and ingredient origin, or even the higher consideration given to personal care, both existing businesses and new entrants need to quickly change their positioning accordingly.

1.2 The global market

Cosmetics are beauty products used for skin or body care or to accentuate the appearance of the human body. These refer to a range of products available mainly in different categories, such as skin care and hair care. The global cosmetics market reached a value of $***.** billion in **** and is expected ...

1.3 The domestic market

Despite the negative effects due to the prolonged Russian-Ukrainian conflict, high tensions on raw materials and related price increases, **** confirms a recovery dynamic in the production and market values of the Italian cosmetics industry. In fact, with the consolidation of the "new normal" and the overcoming of the production and market ...

1.4 The foreign market

It can be seen that the value of exports dominates the value of imports throughout the period taken into analysis (***). As for imports, we can see that there has been growth in recent years: from **** to **** the value undergoes an increase of *.* percent.

Exports, Imports and Coverage Rate of Cosmetics Italy, ...

1.5 Impact of the conflict between Russia and Ukraine

The Russian-Ukrainian conflict has had a significant impact on the cosmetics manufacturing industry, leading to higher producer and consumer prices. Geopolitical tensions have generated instability in supply chains, with disruptions in transportation and access to crucial raw materials. This uncertainty has triggered an uptick in operating costs for companies in the ...


2.1 Demand characteristics

To visualize the consumption of cosmetics in the Italian context, an analysis of the monthly household expenditure item in personal hygiene and wellness items, natural products and beauty products is proposed. Specifically, we see that since **** , spending has significantly decreased compared to ****(***).

Item of monthly household spending on personal hygiene and ...

2.2 Demand drivers

Cosmetics are purchased more by women (***).

Estimated composition of consumption of cosmetic products for women (***) Italy, ****, % Cosmetics Italy

Consumers, on the other hand, concentrate their purchases in perfumery (***).

Estimated composition of cosmetic consumption for men (***) Italy, ****, % Cosmetics Italy

2.3 Geographical distribution of demand

Regarding the geographic distribution of cosmetics consumption, it can be seen that the highest value is concentrated in Northern Italy (***). As can be seen from the value of spending, products from this economic segment are in high demand and popular among Italian households.

2.4 New demand trends


Consumers have long understood and incorporated into their routines the benefits of a holistic approach to health. This movement is set to increase in the coming years due to the growing aging population, progressively limited access to health care, and unbalanced diets. These factors will influence multiple consumer segments, ...


3.1 Market structure and dynamics

Regarding the number of enterprises active in the manufacture of perfumes and cosmetics in the Italian context, there is a growth between **** and ****, amounting to *.** percent. The lowest value in the last five years taken into analysis is in ****, where only *** companies were present in the economic scenario. The value then ...

3.2 The Italian territory

In **** , the highest concentration of cosmetic enterprises is confirmed in the Northwest of Italy, with a weight on the geographical picture close to ** percent. Lombardy is confirmed as the region with the highest density of cosmetic companies, at nearly ** percent, followed by Emilia-Romagna(***). Calabria, Sardinia, Molise and Valle d'Aosta have insignificant ...

3.3 Value chain

The value chain in the cosmetics market includes several stages from the supply of raw materials to the sale to the end consumer. Here is a general summary of the main stages:

Raw material supply: this stage includes the production and supply of ingredients and materials used in the manufacture of ...

3.4 Distribution channels

The main distribution channels for cosmetics are: GDO and other channels: common channel for the distribution of cosmetics, offering a wide range of brands and products under one roof; they often target mass-market products and are chosen by consumers seeking to purchase cosmetics along with their regular spending on other products. Pharmacies ...

3.5 Main actors


4.1 Type of the offer


4.2 Prices

Over the past year, the consumer price index for beauty products has grown significantly: from December **** to December **** there was an increase of *.* points(***). The growth in value occurred gradually and was certainly influenced by the recent price increases caused by the Russian-Ukrainian conflict. Consumer price index in beauty products Italy, ...

4.3 New supply trends

Mineral makeup

Mineral makeup has a unique composition of minerals processed into a powder composed of microcrystals that naturally adhere to the skin. Being exclusively composed of minerals, they have no additives, preservatives, silicones, etc. inside them. So all substances that can become harmful to one's skin over time are avoided. ...


5.1 EU cosmetics regulation: updates 2022

Regulation ****/**** was updated on March *, ****, and has new bans that cosmetic retailers must comply with when offering their products for sale.

These are zinc pyrithione and butylphenyl mathylproponial. In fact, these two substances have recently been classified as carcinogenic, mutagenic and toxic. As of March ****, cosmetics companies are no longer allowed ...


6.1 Segmentation of actors

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Reviews (4)

Reviews (4)

The make-up market - France

Publicado en 31/07/2022 by Denise GOMBER - ACCEDPLUS

Interesting study with many figures I only regret that there is no section on employment related to the sector of activity developed.

The men's razor market - France

Publicado en 10/01/2022 by Client anonyme - Ce client a souhaité rester anonyme

Interesting study to understand a market in regular decline. Change in human behavior well measured and analyzed. A rare example of a leader who after a strategy of regular price increase is forced to change his strategy and lower his prices. Very innovative analysis of the traffic of the main manufacturers' websites

Businesscoot Response:

Hello Grégoire, Thank you very much for this very positive review! We are delighted to see that you appreciate our studies and we thank you for the trust you have placed in us.

The essential oils market - France

Publicado en 09/01/2022 by Lorraine Ferry

Very complete study which shows in particular that the development of the consumption of essential oils accompanies the wave of the soft medicine and the do it yourself which seduces the consumers in more and more fields

Businesscoot Response:

Hello Lorraine, Thank you very much for this very positive review! We are delighted to see that you appreciate our studies and we thank you for the trust you have placed in us.

The make-up market - France

Publicado en 05/01/2022 by Client anonyme - Ce client a souhaité rester anonyme

Very complete study on production, distribution and consumption. It underlines the importance of e-commerce and organic products in this sector.

Businesscoot Response:

Hello Gregoire, Thank you for your feedback and we are delighted that this study has given you a good overview of the market.

Customer cases and references

Customer cases and references
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Boston Consulting Group

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Crédit Agricole, Information & Veille

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Initiative & Finance

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Amaury Wernert
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Kroll (Duff & Phelps)

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Smart Leaders Interview
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