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In 2024, the consumption value of cosmetic products in Italy amounted to approximately **** billion euros, an increase compared to the previous year, when this figure added up to some billion euros. The cosmetic industry in Italy is well established and mostly registered increasing revenues in recent years, peaking at around *** billion euros in 2024. 

Facial care is Italians’ favorite product category

Among the many products offered by the cosmetics industry, the ones devoted to facial care seem to be the most appreciated by Italian consumers. In fact, facial care holds the largest share of the Italian beauty market, followed by body care and alcohol-based perfume products. Anti-aging and anti-wrinkle creams were the most sought-after products in 2024, with a consumption value of roughly *** million euros.

Main distribution channels

In 2023, the largest share of cosmetic products in Italy was sold in mass market channels such as hypermarkets, supermarkets, and single-brand stores, which held over ** percent of the total consumption value of cosmetics items. Meanwhile, over ** percent of the revenue of this industry was generated from Italy’s exports, mostly directed to France and the United States.