Launched in 2017, Beauty Made in Italy is a joint program of the Italian Trade Commission and Cosmetica Italia, that aims to promote the excellence, awareness, and availability of Italian beauty products and brands to the US market and consumer.

This goal is realized by educating participating companies on the particularities of the US market, by hosting promotional events and initiatives, and by creating a shared, cohesive brand and message of Italian beauty to the American market.


Beauty Made in Italy serves as a launch pad for Italian brands entering the United States and is divided into three different tracks for companies based on their experience in the US market: a Business Incubator for companies who are not yet distributed in the US, designed to educate early-stage companies Brand Accelerator to guide larger, high-potential brands with existing US distribution and, an Italian Beauty Council made up of beauty industry leaders and heritage brands who want to help guide the conversation and narrative on Italian beauty.

Through these divisions, the Beauty Made in Italy program provides participating Italian companies with various platforms and support to learn the unique aspects required to enter and navigate the US market.

Founding Partners

Italian Trade Agency

The Italian Trade Commission is the Italian government agency entrusted with the development, facilitation and promotion of trade between Italy and other countries in the world. Its mission is to support the internationalization of Italian firms and their consolidation in foreign markets.

Through a network of 111 offices in 84 countries, of which 5 are located in the United States, The Italian Trade Commission is the most authoritative ambassador of Made in Italy excellence in the world.

For more information, please visit https://www.ice.it/en/


Cosmetica Italia

Cosmetica Italia – the personal care association was first established in 1967. The industry’s benchmark for elaborating and disseminating normative and technical information, as well as market surveys, the Association now has some 570 member businesses, representing 90% of the Italian cosmetics market, with a value of nearly 12 billion Euros. Cosmetica Italia is involved in the activities of Cosmetics Europe, the European Personal Care Association.  

For more information, please visit http://www.cosmeticaitalia.it


Why Italian Beauty?

Why people around the globe choose Italian Beauty every day

For centuries, Italy has been known the world over for its limitless creativity and cutting edge aesthetic, exhibited in the superior products, tools, and designs that are created and manufactured there. As such, Italian beauty is synonymous with style, innovation, craftsmanship, and quality. No one does it quite like Italy.

As in art and fashion, Italy is a capital of beauty and style. From the winding strade in Rome, to the gentle canali in Venice, la dolce vita is not just a way of life, but an ethos Italians live by – appreciate and enjoy beauty, create products steeped in both time-honored tradition and the at the forefront of trend, and infuse these goods with the highest quality craftsmanship and design.

More than 60 percent of the world’s cosmetic products are made in Italy. With silky pressed powders, highly pigmented lipsticks, and purely natural skincare, Italian beauty brands and contract manufacturers invest roughly four percent more than the industry average in research and development costs, ensuring that they create today’s most innovative and high-performance products.

Each year, corporate and consumer demand for Italian-made beauty products continues to grow. In 2017, Italian beauty exports to the United States increased by 5.2% percent over the previous year – totaling over $785M, making Italy the sixth largest exporter of beauty products to the US.