Italian cosmetics continue | Lumson

Driven by a growing demand for safe, tested and expertly recommended products, the pharmacy beauty sector has experienced an important growth phase in recent years, becoming one of the most strategic distribution channels in the Italian market. The latest confirmation comes from a recent analysis published by Pambianco on the 2024 revenues of major Italian companies and foreign subsidiaries in the sector, which shows a further upward trend compared to 2023, a year already characterized by double-digit increases.

According to Pambianco's analysis of 2024 revenues, the top Italian companies in the sector recorded an acceleration in sales, confirming the sector's strength and numerous opportunities for growth. The top 5 Italian companies ended the year with rising revenues, and for as many as three of them, growth was in double digits. This success is the result of a winning mix of innovation, specialization and expansion strategies, both in the domestic market and internationally. As for foreign companies with subsidiaries in our country, again good news: Italy is confirmed as a key market for dermocosmetics multinationals thanks to the high level of consumer awareness and the strong propensity to buy quality products in pharmacies. 

The data confirm how the pharmacy beauty sector in Italy is experiencing a significant growth and transformation phase and how the pharmacy offers several development opportunities, with some product categories on the rise. Even in 2024, in fact, the channel was confirmed as a reference point for the purchase of beauty products, thanks to the professionalism of pharmacists, who are increasingly specialized in the sector, and a personalized shopping experience.

What is certain is that in recent years the channel has changed, evolved, and with it its players. If the pharmacy has undergone a profound transformation, becoming a point of reference for consumers looking for scientific and personalized skincare solutions; for their part, consumers, more informed and aware, have fueled the demand for effective, safe and evidence-backed products. The focus is on advanced anti-aging and cellular regeneration, with consumers looking no longer just for anti-wrinkle creams, but for effective, tailored solutions that improve skin quality. As consumers sharpened their nails, looking for advanced and targeted formulas, for their part, companies focused on scientific research, new distribution formats, and digital strategies to strengthen their relationship with the public.

The role of the pharmacist also evolved from a simple dispenser of products to a beauty consultant, able to guide customers in choosing the most suitable skincare routine.