The lipstick effect knows no crisis, and neither the decline in consumption nor the increase in prices due to inflation have been able to curb the desire of women, but also men, to reward themselves who are increasingly attentive to taking care of their own beauty.

According to Cosmetica Italia, the Confindustria association of the sector, this year the production of tricolor makeup should increase by 10.4% to 16.74 billion euros (15.1 billion last year, up 13.8% compared to 2022) to reach 18 billion by the end of 2025 (+8% compared to the current year).

The growth is driven by exports, expected to increase by 15% to 8.1 billion (from 7 in 2023, up 20% on 2022), which in 2025 should rise further to 9 billion. 55% of the makeup consumed in the world and 67% of the European ones are produced in Italy, one of the many excellences of Made in Italy, in addition to fashion, leather goods, pharmaceuticals, packaging, ceramics and fine mechanics.

While being a market where the trade balance plays in favor of Exports, even the domestic consumption of cosmetics and personal care products is constantly growing in Italy as well. It's no coincidence that cities are filled with hairdressers and salons dedicated to manicures, and even ISTAT, after revising downward in October the estimates on the growth of the Italian GDP (expected to increase by 0.4%), noted a 0.2% drop in retail sales from January to June, where even food consumption has fallen, but the most significant growth has been recorded in the perfumery and personal care products (+3.3%).

This year, according to Cosmetica Italia estimates, the turnover of Italian perfumeries and personal care products should reach 13.4 billion (+7% on 2023), of which 5.5 billion in supermarkets in the mass market segment, 2.8 billion in perfumeries, 2.2 billion in pharmacies, and the rest from herbalists, beauty salons and the online channel.