Cosmetics runs: 2025 will close with turnover at +5.1% and exports at +7%.

The total turnover of the cosmetics industry will reach EUR 17.4 billion by the end of 2025, up 5.1% year-on-year and in line with the average annual growth of the last 10 years. Exports account for about half of total sales with an estimated value of EUR 8.5 billion (+7% compared to 2024). The domestic market is slowing down compared to the estimates at the beginning of the year mainly due to the reduced spending power of Italians. Turnover to the domestic market will grow by 3.3% to EUR 8.9 billion, while the value of consumption will reach EUR 13.9 billion, marking a 3.7% increase. Analysing consumption through distribution channels, the best performances are shown in e-commerce (+9% compared to 2024) and, among the traditional channels, in perfumery (+5.8%) and pharmacy (+3.3%), underlining the strong importance of specialisation. More contained is the trend in large-scale distribution (+2.1%), which nevertheless remains in value terms the leading distribution channel for cosmetics, and herbalist shops (+2.2%). Estimates for the professional channels are also good, with hairdressing reporting +3.4% and beauty with an expected increase of +2.6% compared to the previous year. At product level, alcoholic perfumery stands out (+5.2% compared to 2024) followed by hair care (+4.9%) and skin care (+3.9%). In 2024, the total turnover of the chain reached a total value of EUR 41.2 billion and supported employment with approximately 440,000 jobs (1.6% of the workforce in Italy). Research and innovation remain two key elements in the development of the Italian cosmetics industry, with total investments amounting to around 6% of turnover, compared to a national average of 3% for the manufacturing industry. In particular, the focus on sustainable transition is reflected across the entire production chain - from packaging to energy management, from reducing emissions to optimising logistics.

"Cosmetics have become an essential good with a strong social value, being one of the primary goods for recurring use in the daily consumption of families. The national cosmetics sector continues to grow steadily and confirms its strong international vocation," commented Benedetto Lavino, President of Cosmetica Italia. "The entire chain of the Italian cosmetics industry is strategic for the growth of the economy and is a fundamental part of the country's system, capable of generating wealth and employment. We are one of the excellences of Made in Italy and working in synergy with the institutions is crucial to affirm the value of 'Italian beauty' and to increase its competitiveness and attractiveness'.

Export orientation is a key element of the sector's success. In 2024, exports exceeded EUR 6 billion, an increase of +12.1% compared to 2023. This growth exceeds the 5.6% increase recorded by the domestic market.

"Lombardy confirms itself as the beating heart of Italian cosmetics: it is home to more than half of the companies and employees in the sector, with 231,000 workers, it generates 67% of national turnover and 76% of foreign turnover," says Filippo De Caterina, president of the Cosmetics Section of Assolombarda and vice-president of Cosmetica Italia. In 2024 the sector reached 11 billion euro, 6 billion of which came from exports, considering the extremely complex global context. This result is the result of the adaptability of our companies and is what makes them an excellence recognised worldwide'.

In 2025, exports are estimated to reach EUR 6.5 billion, an annual increase of 8.6%. The foreign market represents an increasing share of the total turnover. In 2024, exports accounted for 54.6 per cent of total turnover, up from 47.6 per cent in 2019. The main destination markets for Italian cosmetics exports are the United States, France and Germany. Alcoholic perfumery products account for about one third of the total value of Italian exports.

Lombardy stands out not only in terms of turnover, but also in terms of its weight in the national sector landscape. The region, in fact, concentrates 53.8% of the active cosmetics companies in Italy in 2024 and generates 66.6% of the national turnover. Lombardy is also the region with the highest production vocation in the Italian industrial cosmetics system, with almost 80% of the turnover of third-party companies concentrated in its territory. Furthermore, Lombardy employs more than half, 52.5%, of the sector's employees nationwide, totalling 231,000 people.

The Lombardy cosmetics industry consolidates its position of excellence worldwide, distinguishing itself for its ability to combine craftsmanship, technology, design and scientific research. The sector, which ranges from skin and hair care to make-up, is recognised globally for its quality and innovation.

Assolombarda in collaboration with Cosmetica Italia has organised 'Fuori Beauty Week', two appointments in the territories of Monza and Brianza and Lodi, two poles of excellence in Lombardy cosmetics production. The first appointment is tomorrow in Monza and the second on Friday 19 in Lodi.