The new Italian beauty brands to keep an eye on in 2022 are digital, sustainable, inclusive

The new Italian beauty brands to keep an eye on in 2022 are digital, sustainable, inclusive

If you love the beauty world and above all frequent social networks and related communities, it will have been impossible not to notice the proliferation of new beauty brandsincluding Italians. Our country has always been rather traditional as regards beauty, specializing above all in the production of cosmetic products: in the province of Cremona, for example, there is the Technological Center of cosmetics, which works for many famous brands, many of which up until recently. some time ago they were not even distributed in Italy. However, things are also changing in these parts, especially thanks to the web, where personalities and do not collaborate or launch new lines, all social oriented both in terms of language and aesthetics.

According to the latest Cosmetica Italia projections, according to what was reported by WWD, in 2021 the beauty sector should record an 8.5% increase in turnover, equal to 10.6 billion euros. An important sign of recovery, also accompanied by a 29.7% growth in online sales, which still constitute a minimal share of the global market (“only” 900 million euros) for the moment, but are destined to grow. Data demonstrating the liveliness of the sector and the consequent ample margins for old and new realities, which find fertile ground to expand.

The most famous Italian beauty brands and those to keep an eye on

The interest in the beauty world on the part of Italian consumers has grown over the years thanks above all to social media, bringing many people closer to a sector that was often snubbed before. The tutorials were the keystone that showed the potential of makeup and skincare to a people rather suspicious about it, completely changing their approach. Here the most famous personalities have started to create their own brands, which have achieved great success by revolutionizing the sector and forcing the big names to adapt to new requests.

A few examples? VeraLab ofCynical beautician or Cristina Fogazzi, born in 2015 and constantly growing to the point of opening physical stores, the guru’s ClioMakeUpShop ClioMakeUpthe first and most followed in Italy, Nablanow internationally appreciated, whose creative director is the famous Daniele Lorusso aka MrDanielMakeup, born as a youtuber and now author of the signature look of many celebs, and Mulac, brand of another YouTube personality, Cindy Sold known as LaCindina, now a full-fledged entrepreneur. Neve Cosmetics was instead one of the very first Italian social friendly brands to offer natural makeup products, also triggering collaborations with influencers as did the most recent Wemakeup. A completely different matter instead CosMyFy, an international company that gives creators the opportunity to create some makeup and skincare products. Some existing small Italian brands such as Mesauda and Astra have adapted very intelligently to this change: adjusting the shot has allowed them to become increasingly popular and appreciated.

In this bubbling of growth and enthusiasm, there are so many new names that have entered the world of beauty in recent years, such as Zago Milan, Shampora e SkinLabo, now absolutely consolidated and affirmed realities, but which are the independent brands to keep an eye on? Among those who are about to make the leap towards the general public and those just born, here are the names to mark and try immediately!

Founded by Flavia Fiordispino, sister of Stash, frontman of The Kolors, and by Giovanni Rapicano, Ethereal has a huge range for skin, body and hair. Extremely natural in ingredients and packaging, it is highly appreciated for the variety of products for all needs, especially as regards the face.

Espressoh has roots well rooted in the Instagram world: the aesthetics, communication and concept are inspired by the increasingly attentive social media community. The makeup products offered are few and very essential, really designed for everyone, to be used with ease anytime and anywhere, in search of authentic beauty. Obviously, everything has thecoffee aroma.

The packaging of Darling, especially the holographic one, is now iconic. The minimalist but elegant design in pastel colors has hit the mark and today it is the coolest solar brand, a point of reference especially for generation Z.

The beauty world is increasingly oriented towards customization, whether it is color, formulation, etc. Ozmee does just that: thanks to a test and the Morphodiagnosis system, which analyzes your photos, offers you the perfect mascara for your needs.

There is the it girl Erika Boldrin behind Honeh, a very cool and Instagram oriented brand of quality skincare. The products are obviously natural and organic, but don’t be fooled by the name that refers to honey: the ingredients are all vegans.

Loliettoo was born as a project for the collection of pure vegetable oils in a fair trade manner of the International Doctorate in Agrobiodiversity of the Scuola Superiore Sant’Anna of Pisa. From here it evolved into Coccoon, a natural brand of vegan and sustainable eco-cosmetics that focuses on minimalism. The founding ingredient? Coconut oil, of course.

If you love skinimalism you cannot fail to try Now, a brand founded by the business sisters Enrica, Mariolina and Cecilia Sangalli. Few products, essential in the packaging and in the formula for a fast but effective face care.

Made in Umbria but with an international attitude, beautyTHINKERS exploits the various properties of the olive, creating highly technological formulas for functional skincare.

Botanical Essence Equation

Giusi Aricò and Michele Faro are respectively a pharmacist and a nurseryman: husband and wife have merged their knowledge and their passions to give life to Botanical Essence Equationa tribute to all that the luxuriant nature of their Sicily can offer.

One of the greatest Italian excellences is the vino, whose production inevitably brings with it waste. It is from these, in particular from the pomace of Barbera grapes, that it is born Help, created by two oenologists from Monferrato. The proposal is a super antioxidant skincare and 100% made in Italy.

Merry Nature is a laboratory that offers products for personal hygiene and for the home created in an ecological and sustainable way, with great attention not only to the ingredients, but also to the packaging. Their line of solid products.

In a world of minimalist aesthetics, Golf stands out thanks to the bright red of the packaging, which contains cutting-edge formulations. It is perfectly in line with the style and idea of ​​its founder Giulia Sinesione of the most followed makeup artists and beauty experts on Instagram, who recently launched her own skincare brand.

Also Lieve Beauty focuses on the concept of clean beauty: the (few) products are composed of 95% natural ingredients and tend to be fragrance-free to meet everyone’s needs. The use of plastic is minimized, in favor of recycled glass.

The active ingredient at the base of the products immersed and the silk sericin, a protein with moisturizing, elasticizing and protective properties, a real cure-all for the skin. The products of the Milanese brand have a strong scientific basis, which makes skincare super effective.

Influencing it Alice Basso launched her beauty brand in 2021 and is worth keeping an eye on because it is growing both as a proposition and as an appreciation among consumers. His Magic Powder seems to have a decidedly fitting name …

Dermocosmetics and nutraceuticals meet in the Mediterranean blue of Equal, a name that recalls the richness of classical culture. In addition to single products, it is possible to purchase sets with specific treatments for every skin need.

It’s not just sustainable. Yasae and also inclusive: the communication of the brand speaks to everyone, with the aim of making skincare a moment more and more genderless for the care and well-being of each one. It offers few products, designed especially for the youngest and for those who want a quick routine.

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