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!
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