Italian cosmetics driven by exports, but a strategic pact is needed
A further increase of 8.5 per cent is expected by 2025 to over 8.6 billion
3' min read
3' min read
"The Italian cosmetics sector is the second largest exporter in Europe and the fourth in the world: we must aim to become the first at global level. This is a great opportunity that must be seized, but we need a strategic pact between industry and institutions': the analysis comes from Benedetto Lavino, president of Cosmetica Italia during the association's Public Assembly 2025, at the Ara Pacis Museum in Rome. An industry, that of cosmetics, which confirms itself as a strategic pillar of the national economy, as emerges from the survey 'Priorities for action for the competitiveness of the cosmetics industry in Italy' conducted in collaboration with Teha - The European House of Ambrosetti.
Exports are the engine of growth: in 2024, cosmetics ranked among the best performing sectors of Italian-made products, second only to jewellery in terms of percentage growth, for export increase with a value of 7.9 billion euros, up 12% compared to the previous year, and a forecast of a further 8.5% increase for 2025, exceeding 8.6 billion. The United States is the top destination (14.5%), followed by France (10%), Germany (9.5%) and Spain (6.8%). More generally, the beauty supply chain - from raw materials to formulation to production to packaging - has generated an overall value of 41.2 billion Euro, marking a growth of 6.5% compared to the previous year, and has supported employment overall with approximately 440 thousand jobs created. Furthermore, the consumption of cosmetic products is stable, even in low-income families, with an expenditure of 13.4 billion euro (219 euro per capita), equal to a value of 0.5% of Italian GDP, testifying to the essential nature that these products play as primary goods for recurring use in daily consumption.
"We are one of the excellences of Made in Italy," added Lavino, "which needs to be adequately supported in order to be even more successful abroad in the current context of uncertain trade dynamics, as well as in need of regulatory simplification, which risks holding back innovation, competitiveness, sustainable transition and investment. A regulatory simplification "could enable companies to use that incremental turnover in new investments, in research and development, but above all in the creation of new jobs," commented Valerio De Molli, managing partner and ceo of The European House - Ambrosetti. Maurizio Marchesini, Confindustria vice-president for labour and industrial relations, then recalled that 'our commitment to innovation, from Industry 4.0 to AI, has enabled companies to adapt and grow, strengthening our position in international markets, particularly in the United States, the Middle East and Latin America. To continue on this path, it is essential that we adopt policies that support the industry."
The institutions responded, starting with Prime Minister Giorgia Meloni: 'Italian cosmetics is an excellence in the Italian industrial panorama, characterised by a combination of creativity, quality and innovation. This government will continue to be at your side'. While the Minister of Enterprise, Adolfo Urso, stressed that it is 'an example to emulate, especially for its commitment to research and development, in which 6% of turnover is invested'. Foreign Minister Antonio Tajani then recalled that industry 'is an extraordinary ambassador of Italian know-how in the world, where it is increasingly appreciated.
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