Beauty Made in Italy provides education on the particularities of the US market, hosts promotional events and initiatives, and creates a shared, cohesive brand and message of Italian beauty to the American market and consumer.


Founded by the Italian Trade Agency and Cosmetica Italia, Beauty Made in Italy aims to promote the excellence, awareness, and availability of Italian beauty products and brands to the United States market and consumer.

Online Training Program

Members have access to Beauty Made in Italy Online including our webinar archive, Coffee Break trainings, interview series, networking forum, and resource library.

Promotional Opportunities

Members can participate in both digital and live promotional events, such as pop up shops, influencer campaigns, luxury gifting suites, and more. 

Individual Support

Members have access to the Beauty Made in Italy team to ask questions, seek referrals, and act as a knowledgeable guide to the complex US market. 


A small sampling of video and images from past Beauty Made in Italy events, promotional opportunities, influencer campaigns, and more.


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The Beauty Made in Italy program is divided into three levels based on the individual age and stage of the company, as well as their knowledge and experience in the American market.


Business Incubator


Online Training Program

Individual Support 

Included in Beauty Made in Italy Digital Showroom



Brand Accelerator


All benefits of Business Incubator plus:

One Year of Sponsored Public Relations Support 

Access to Participate in Promotional Events



Italian Beauty Council


For Heritage Italian Beauty Brands

Mentor Next Generation of Italian Leaders

Guide Narrative on Italian Beauty in the United States



The most common questions companies ask about the Beauty Made in Italy program. Have a question that's not answered here? Use the Contact page to reach out.

As a member of the Beauty Made in Italy program, companies have access to the following:

  • Beauty Made in Italy Online - our digital training program including webinars, community forum, Coffee Break mini trainings, and a resource library.
  • Participation in promotional opportunities such as pop up shops, influencer campaigns, luxury gifting suites, and more. 
  • Individual support through the Beauty Made in Italy team to answer questions, provide referrals, and act as a knowledgeable guide to the US market.

Any Italian-incorporated entity in the beauty and personal care sectors is eligible to apply for the program. 

Companies that manufacture in Italy but are not headquartered or incorporated in Italy are not eligible at this time. 

Each level of the Beauty Made in Italy program is designed to meet companies where they are in their efforts to launch and grow in the US market. 

The Business Incubator is for companies that are researching and considering the US market as potential new entry. They have not yet established activities in the market and their products are not yet widely available. The focus for companies in the Business Incubator is to learn about the market and consumer behavior, so they can take the next steps and invest to launch in the US. 

The Brand Accelerator is for companies whose products are widely available in the US - specifically from a branded ecommerce site. These companies have dedicated teams and funds for the US market and a strong understanding of the market and consumer. The focus for companies in the Brand Accelerator is to expand their business in the US by additional promotion and marketing support. 

The Italian Beauty Council is for heritage Italian brands that do not need marketing or operational support or assistance. Council members are executives and professionals from the beauty industry including heritage brands, hairstylists, makeup artists, aestheticians, and other beauty industry experts. The Italian Beauty Council guides the conversation and narrative on Italian beauty in the US market through media events such as panel discussions, and mentorship programs supporting other Beauty Made in Italy companies. 

The Beauty Made in Italy program was founded by the Italian Trade Agency and Cosmetica Italia, with support from the Italian Ministry of Economic Development. 

There is no cost for Italian-incorporated beauty companies to participate in the Beauty Made in Italy program at this time. 

The application process for the Beauty Made in Italy program includes three steps or phases: 

  1. Register with ICE Roma via email
  2. Complete Intake Form shared via email. 
  3. Schedule Introduction Call to identify target goals and review program offering.

Companies looking to join the Beauty Made in Italy program apply by contacting ICE Roma via email at [email protected]. 

Once accepted to the program, they will next be contacted via email to complete an Intake Form online about their current business operations and plans for the US market. 

Upon completing the Intake Form, companies will be asked to schedule an Introduction Call to speak with a member of the team and walk through the answers provided in the Intake Form, review the program, and identify the three target goals for the year in their US market efforts. 

Companies will then be held accountable via quarterly phone calls with the Beauty Made in Italy team to discuss progress in those three target goals. 

Master distributors are rarely used in the US market anymore and the few that exist are rarely willing to pioneer an unknown brand. We do not provide lists of distributors to member companies.

We strongly suggest all companies looking to enter the US market to start with a direct-to-consumer strategy, and digital marketing efforts to prove your concept and generate demand before approaching potential retailers. 

Have you taken the US Beauty Market Bootcamp? If not, start there to learn about how the US market operates differently than the rest of the world. 

"The Beauty Made in Italy program provides great help to companies looking to launch or expand their reach in the US market. The expertise provided is unparalleled and companies should tap into the resources offered which can help expand in such a competitive market such as the United States. "

Gabriel Balestra
President, Branding & Merchandising - SKIN&CO Roma

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