TOItalians like cosmetics, the world of beauty, a lot. It’s a fact: this was declared by Assolombarda and Cosmetica Italia, reference bodies for the sector, but also by the Beauty Report produced by Klarna, global payments network and shopping assistant powered by artificial intelligence. Everyone highlighted how the cosmetics is among the driving sectors of our country’s economy, as well as a primary voice especially in the Lombardy marketbeing here the headquarters of 54.9% of cosmetic companies.
Cosmetics in Italy, the all-Italian passion for beauty
Data in hand, Italy loves beauty and Italians love taking care of themselves. Just one piece of data would be enough to demonstrate this: in 2022 turnover grew by 13.3% compared to 2021, closing at 13.3 billion.
Of these, 66.2% were registered by Lombardy confirms itself as a central hub for cosmetics not only in purchasing but also in production: it is in fact the first region for the highest density of cosmetic companies in the territory, 54.9% compared to the national total, followed by Emilia-Romagna (10.5%), Veneto (6.6%), and Tuscany ( 5.9%).
A sector that has a national and international economic value: exactly half of the turnover of Lombardy cosmetic companies comes from sales abroad, exporting 4.4 billion euros of products. Make-up and fragrances are certainly among the most driving sectors, but not only.
Organic and green beauty is increasingly liked by Italians
If 58% of Italians told Klarna that they always compare the prices of beauty products very carefully and 23% said they buy less due to the high cost of livinghowever, it is equally true that when Italians buy cosmetics they focus on Clean Beauty, increasingly growing in Italy.
And it’s not just an aesthetic issue thanks to the minimal and highly inviting packs: from the Klarna report, it appears that 50% of Italians look for organic cosmeticsin recyclable packs (50%) and with ingredients of ethical origin (40%).
Another a very important requirement for our country is transparency: for 32% it is essential that the brand is transparent in the practices adopted just as for 28% it is essential that brands are sustainable and possibly with vegan and cruelty free requirements, important for 24% of those interviewed.
The male world is increasingly at the center of beauty
As Klarna’s Beauty Report reports, Italians highlight new trends with their purchases: not just aever-increasing attention towards green and sustainable beauty but also one cosmetics focused on the male world.
An attention that also involves skincare. In fact, according to the Klarna report, 89% of the men interviewed use specific products daily, adapting them to their needs, in particular anti-aging 36% and seasonality 37%. The product most loved by men? The moisturizerused by 55% of those interviewed.
A relationship, the one with cosmetics, which for men also translates into having learned to use make-up: if 34% use it to hide scars or imperfections, 41% apply it the evening before going out in company . The most loved product? Concealer, according to 26%, followed by fixing spray and foundation.
This is why, alongside grooming brands, those that are also growing they present generdeless lines, both skincare and makeup, such as Milk and Gucci make-up. Other brands, however, such as Chanel and Tom Ford, have thought of specifically men’s collections, which satisfy the needs of their skin.
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