After recording a record turnover of 18 billion euros (+2.9%), with an extended supply chain (packaging, raw materials, machinery, and distribution) generating a total value of 49 billion with about 500,000 employees, of which 105,000 are direct, the Italian cosmetics industry faces global macroeconomic challenges and is preparing to close another year, 2026, with a positive performance that sees, according to forecasts by the trade association Cosmetica Italia, a 4% acceleration in total turnover supported by a 5% increase in exports, the true strategic asset of the sector, accounting for almost 50% of total turnover.
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In 2025, in fact, Italy maintains the role of fifth largest global exporter, covering a 5.6% share of the global market. Exports – which find the United States as the primary destination with a value of 1.2 billion followed by France (900 million) and Germany (800 million) – reached a value of 8.6 billion with a progression of 4.1%, decisively contributing to a positive trade balance of 5.1 billion at its historic peak.
Increasing trend also on the domestic front: consumption stood at 12.8 billion, up 3.2% – a value that positions Italy as the third largest European market for cosmetic consumption and tenth worldwide – supported by the expansive push of the e-commerce channel which recorded a leap of 9.8%. Estimates for 2026 confirm the strengthening of purchasing propensity, with expected growth of 3.5%. Analyzing individual product categories, skincare represents the main segment with 4.3 billion euros, followed by hair care (2.95 billion) and cleansing (2.26 billion). Completing the market perimeter are make-up, stable at 1.72 billion, and fragrances, which with 1.55 billion represent the most dynamic sector (+7.4%).
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Despite the expansive scenario, the 2026-2027 biennium requires Italian companies to resolve some strategic issues, as highlighted by the 2026 Observatory carried out by Teha – The European House Ambrosetti and recently presented during the public assembly of Cosmetica Italia as explained by its president, Benedetto Lavino: «This is a sector capable of combining growth, qualified employment, productive capacity, and innovation, strategic for the national economy. It grows, invests, innovates, exports, and generates value along the entire supply chain. However, a country strategy is needed to transform this leadership into a lasting competitive advantage».
Three priorities to work on: «Simplification and harmonization of the regulatory framework on sustainable transition to allow more efficient planning of industrial activities and investments – added Lavino -; support for strengthening investments in R&D through an increase in the tax credit for R&D activities up to 40%; the definition of a country strategy capable of transforming industrial and manufacturing leadership into an international positioning asset for the Italian cosmetic system, with demand building and growth of the perceived value of all Italian beauty».
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