Content of the study:
The make-up market - Italy

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1.1 Definition and presentation

The make-up market, a segment of the cosmetics market, refers to the sales of products intended to beautify or change appearance, and to be applied to the face. There are different categories of products in relation to their function and place of application:

  • For the lips (e.g. lipsticks, lip pencils, lip glosses)
  • For the complexion (e.g. foundation, blush, cream, powder, concealer)
  • For the eyes (e.g. mascara, eye shadow, pencils, eyeliner, false eyelashes)
  • Eyebrows (e.g. pencils, powders, gels)
  • Accessories (e.g. lip brushes)

The global cosmetics market is growing rapidly, driven by the American and Asian markets. The Italian cosmetics market is a key economic sector for the country, and has seen steady growth in recent years, excluding the effects of the pandemic. The makeup segment occupies a relatively marginal place in terms of sales generated in the cosmetics market (about 14.1% in 2018) but shows a stronger performance in exports, accounting for 20.1% of total exported products in 2019.

Italian demand for makeup products is expected to see an upward trend, driven by an increase in distribution channels - particularly pharmacies, perfumeries and retail specialists - and product innovations towards organic and sustainable ingredients/packaging. In addition, online sales are expected to grow; in 2018, 15.8% of makeup products were purchased online.

1.2 The Global Make Up Market

The global cosmetics market is a dynamic one. Despite a sharp decline, it was worth $*** billion in **** and is estimated to reach a value of $*** billion by ****, with a CAGR of *.*% from **** to ****.

Growth Index, Cosmetics Sector World, ****-****, % L'Oréal - **** annual report

The sector is largely dominated by Asia, ...

1.3 The Italian make-up market

The Italian market has been deeply affected by the health crisis, due to the effects on both consumption and cosmetic manufacturing trends. There is a drop in turnover of almost ** percentage points in ****, from €** billion in **** to €**.* billion in ****. However, the cosmetics sector has shown great resilience and once again anti-cyclicality, ...

1.4 Import and Export

in ****, exports fell by **.* percentage points to a total export value of *.* billion euros. As a result of the pandemic crisis, imports also declined by -**.*% which brings the balance between the two dimensions to about *.* billion euros, about *** million less than the difference in ****. However, if we look at the ...

1.5 Impact of Covid-19

The performance of individual products clearly reflects the new consumer habits, which have been strongly influenced by the health emergency and measures to contain contagions. If, in fact, the reduction in the number of social occasions led to significant falls in some product categories, such as face make-up (***). In particular, liquid ...


2.1 Characteristics of the Application

in ****, makeup products show a sharply declining trend, despite the fact that the face was the most exposed part of everyday life and work relationships. Specifically, there is a decline in face makeup, -**.*%, eye makeup (***). There was also a drop in makeup boxes, -**.*%.

Themask effect has strongly hindered the ...

2.2 Demand Drivers

Italian women are particularly attentive to beauty: according to a study by Survey Lab, Vente-privee's European laboratory, they devote about ** minutes a day to face care and make-up. They look for quality products: they are willing to spend more than ** euros for a beauty cream, *% more than the European average. The ...

2.3 New trends

Over the last few years, Green Beauty has become increasingly important. This is a trend, constantly growing, for which greater importance is given to products of plant origin and from an organic agriculture, in total respect for the environment and eco-sustainable to the maximum. More and more importance is being given ...


3.1 The Cosmetics Industry

The cosmetics sector is one of the main sectors of the Italian economy, just think that, among the main sectors of Made in Italy, it is the third sector by value of the trade balance, behind only Wine and Fashion.

The sector generated a turnover, in ****, of **.* billion euros, down *.*% compared ...

3.2 Cosmetics Value Chain

Source: ****

3.3 Distribution Channels

As a result of the pandemic and ongoing lockdowns, consumer buying patterns have changed significantly. There has been a strong acceleration of online sales (***) and professional channels.

main channels of purchase of facial cosmetic products Italy, ****, percentage***-****-Cosmetica-Italia_Presentazione-IP_**.**.**.pdf

3.4 Competitive Scenario

The Italian Make-Up market is composed of a small number of brands, some of which are widely recognized, with a well-established market positioning. Larger companies benefit from large economies of scale that allow them not only to compete more efficiently on price but also to allocate significant amounts of money to ...

3.5 Geographical Distribution of Supply

In ****, the most important concentration of cosmetic companies is confirmed in Northern Italy (***). In the Center-South, in various areas such as Campania and Puglia, new productive realities linked to the territory and specialized in niche activities are being born.

The quadrilateral of cosmetics

In the so-called quadrilateral of cosmetics, between Milan, ...


4.1 Price level

The prices of beauty products vary greatly depending on the quality of the product. For lipsticks we find in fact products at prices between *.** and * euros belonging to the low end of the market. Among these we distinguish those KIKO products in Italy sold at a minimum price of *.**. Moving into ...

4.2 Natural and Organic Offer

The biocosmetics sector is constantly developing. In the production of these products are used exclusively organic ingredients (***) and chemicals of natural origin that are selected according to more or less strict criteria of environmental sustainability and healthiness.

The sector has a turnover of about *.* billion and represents about **% of the cosmetic ...


5.1 Regulation

Cosmetovigilance is the set of activities for the collection and management of reports of undesirable effects attributable to the use of a cosmetic, carried out with the aim of facilitating post-marketing surveillance and ensuring the protection of public health.

Cosmetic products placed on the market must comply with Regulation (***) n. ****/**** and ...


6.1 Segmentation

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Reviews (2)

Reviews (2)

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 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.

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