According to data compiled by the Cosmetica Italia Research Center, the total revenue of the cosmetics industry in Italy in 2025 reached €18 billion (+2.9% compared to 2024), thanks to the domestic market, worth 9.4 billion euros, and exports (accounting for nearly 50% of total revenue), which reached 8.6 billion euros (+4.1% compared to 2024), with the United States (€1.2 billion), France (€0.9 billion), and Germany (€0.8 billion) as the three main export markets. 

Domestic consumption is also on the rise. In 2025, cosmetics purchases totaled €12.8 billion (+3.2% compared to 2024), a figure that positions Italy as the 3rd largest European market for cosmetics consumption and 10th globally, with an average growth rate of 6.5% over the past three years, compared to a global trend of +4%. A detailed analysis of consumption trends reveals that e-commerce (€1.4 billion) emerged as the channel with the strongest performance, growing by 9.8% compared to the previous year; among product categories, fragrances showed a positive trend (+7.4%). The top-performing products were blush, hair styling products, and men’s fragrances.

GROWTH DRIVERS THROUGH 2029

Global beauty consumption is entering a phase of structural acceleration driven by a boom in fragrances (+8.1%), sun care (+7.5%), and makeup (+6.8%), as well as by the addition of new emerging hubs (Brazil, India, and the Middle East, with uncertainties stemming from the ongoing conflict), against a backdrop of unprecedented competitive convergence between mass-market and premium segments: while price polarization is currently evident, the difference between the two market positions could narrow in the future.

EXPORTS AND GLOBAL RANKINGS

North America and Latin America are recording the largest positive growth rates, increasing their competitive relevance. The U.S. remains the world’s leading market, with a consumption value of €118 billion in 2025. All eyes are also on Brazil, with expected growth between 2026 and 2029 of over €2.5 billion (excluding the U.S.).

Europe

On the export side, European countries are among the top performers globally. Alongside France, which ranks first in fragrances and skincare products, Germany performs well in third place, and Italy in fifth place for beauty exports—but first in hair dyes and hair care products and third in fragrances (after France and Spain).

On the consumption front, Germany takes the top spot: with €22 billion (2025 consumption value), it is the leading European market and the fourth largest globally.

Asia

In the global ranking of the top countries by beauty consumption, two Asian nations feature: China ranks second, behind the U.S., and Japan ranks fourth. South Korea, outside the Top Ten, is nevertheless the direct competitor of the Italian beauty industry, with a market worth €12.5 billion and future growth of +3.3% (CAGR ‘26–’29).

THE BEAUTY INDUSTRY IN ITALY

A structural transformation is taking place in the Italian cosmetics industry, with international markets gradually becoming the main driver of growth, offsetting a mature domestic market. Forecasts for 2026 point to cautious optimism, with an acceleration in total revenue (+4.0%) supported by the contribution of export growth (+5.0%).