Beauty Special: the global challenges facing the sector

The Italian cosmetics industry is establishing itself as one of the most dynamic pillars of the national economy, with projected record turnover of 18.1 billion euros in 2026 and growth over the last ten years that has outpaced national GDP by more than six times. At national level, consumer spending is also on the rise, forecast to reach 13.1 billion (+2.3 per cent), driven in particular by e-commerce (+9 per cent), pharmacies (+3.5 per cent) and perfumeries (+2 per cent).

Exports – estimated at 8.6 billion – continue to drive growth in the sector. After years of double-digit expansion, however, they are experiencing a natural slowdown (+0.5 per cent in 2026). The contraction in strategic markets such as the United States and the United Arab Emirates, due to current geopolitical circumstances, is offset by growth in Europe, the Asian region (led by China, Hong Kong and South Korea) and India. This scenario requires Italian companies to undertake urgent strategic diversification towards Asian markets and the Middle East, which are emerging as new hubs for consumption and innovation.

With changing consumer habits and market trends, there is no shortage of challenges. Available tomorrow at newsagents with *Il Sole 24 Ore* is a twenty-page Beauty Special featuring analysis, forecasts and company insights, as well as the latest products on display ahead of the festive season.