Italian beauty brands founded by women.  For women (and not only) - iO Donna

Italian beauty brands founded by women. For women (and not only) – iO Donna

Lhe beauty is declined in the feminine, even in Italy. In fact, if by now there are many Hollywood actresses who have founded their own beauty brands – most recently Gwen Stefani – even in our country women have not stood by and watched.

In fact, in recent years, many small independent cosmetic brands have emerged that have given a boost of energy to the Italian market: small companies since pink heart and green soul designed for female well-being, but not limited to, of all ages that they have introduced on the market products that have been able to truly respond to the needs of contemporary women.

And for the Women’s Day 2022 we have collected some of these small Italian beauty brands. All to know. And treat yourself.

Women’s beauty entrepreneurship in Italy: where are we?

On the occasion of Women’s Day, the giant Avon conducted an investigation in eight countries, including Italy and England, respect the role of women in the working world.

Interesting data emerged from the research: 44% still feel defined by their colleagues as “too emotional”, as many as 28% “weak”.

Not only that, but 45% of women highlighted that there is much less room for them to fail than men, who they feel a lot of the weight of lack of trust (34%) and that failure is the greatest fear when they undertake an entrepreneurial activity (38%).

From top left: Francesca di Lenardo founder of the Insìum brand; under Chiara Cascella of Espressoh, in the center Giovanna Adelizzi of Luce di Sorrento, top right Enrica, Cecilia and Mariolina of Ora beauty; bottom right Augusta Pavan Polegato of Villa Sandi Cosmesi.

Yet, despite these not comforting data, Fortunately, many women have become entrepreneurs in the cosmetics sector. Often they are sisters, other times friends who combine their skills, in some cases it is the desire to give one turn to one’s life the keystone that leads to the birth of new realities.

The Italian beauty brands founded by women, the strengths: sisterhood, eco attention

Light of Sorrento

This is the case of Giovanna Adelizzi, founder of Luce di Sorrento who has combined his expertise in the pharmaceutical and nutraceutical field with the history of his family, farmers of Sorrento lemons since 1923, for a brand that strongly believes in the power of nature.

“The knowledge of nature is something that has been handed down for generations” is the custom of the founder who, alongside the IGP lemons, chooses the local PDO extra virgin olive oil and sea water for products that aim at innovation in the anti-aging field.

Botanical Essence Equation

In the same vein too Botanical Essence EQUATION founded by Giusi Aricò with the help of her husband Michele Faro, with knowledge in the botanical field. Thus was born one line with plant extracts from the 600 hectares of their nursery in the heart of Sicily.

«I wanted to create quality products for body care starting from our pluses: knowledge and our land. We use rare essences used in cosmetic production processes and which derive from certified citrus fruits and rare plants of eco-compatible agriculture. The particularly mineral volcanic soil and the influence of the sea and the climate are fundamental, which give peculiarities to these crops »explains Giusi Aricò.


Attention to ingredients and also to Italianness is the hallmark of all brands. For instance, Chiara Cascella he founded his own espressoh starting from one of the most typical traditions of our country: drinking a cup of coffee at the bar.

Coffee becomes a symbol of Italianness and a source of inspiration for one essential make-up line designed for today’s womenwith attention to the environment that translates into fewer CO2 emissions and a greater quantity of product in packs than the competition, all made entirely in Italy so as to also support the country’s economy.

Skin First

Women are therefore not only the minds of new brands but also their source of inspiration for a contemporary cosmetics that focuses on minimalism. Which does not translate into taking less care of yourself, but rather into choose a routine made up of fewer but more specific steps.

She is convinced of it Maria Pia Prior which in June 2019 he founded Skin First. Start point? Just the women, or rather her followers of her Instagram profile where she, with a degree in Pharmacy in her pocket with the “ball” for cosmetology, explains the secrets of the cosmetic world.

From the approach with the followers, Maria Pia realized how much women want products that are not only Made in Italy but above all easy, functional and effective for their needs. Hence, the birth of Skin First which continues to maintain a direct line with consumers.

Now beauty

Enrica, Cecilia and Mariolina, the trio behind now, they have gone further by adopting a multitasking approach to the beauty routine. Their formulations are “smart” and multitasking, suitable even for the most sensitive skins, easy and light to carrydesigned to be used at any time, even while doing sports because we know that unfortunately time is short.


A problem, that of time, deeply felt by today’s women who do not always have so much to devote to their beauty routine and therefore to themselves. Because of this every moment is good to take care of yourself. Even at night.

This is how GoLevy was bornfriends with indomitable curly hair and in constant struggle with humidity and frizz, have decided to go in addition to the classic pillowcase. Theirs are real skincare and haircare products. Tusa is the basic model in 100% Mulberry silk and must have of the brand because it is suitable for all types of hair and skins.

How does it work? Maintains the normal hydration of the skin and the hair shaft, avoiding the frizz effect and the “pillow marks” that in the long run become wrinkles. Alternatively, removable cotton satin pillowcases to rest on a fabric that is always fresh, clean and that does not “absorb” nighttime skincare: her name is Lea and is ideal for combination or acne-prone skin.

All the other beauty brands managed by women, in Italy, in the gallery

And these are just some of the (fortunately) long list of created and managed beauty brandscared for and developed by women in Italy. Each with a story to tell. You can find them in the gallery, above.


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