The very foundation of what makes Italy’s products so special — a masterful blend of artistry and innovation — was brought to life through a multi-sensory event last week in Manhattan, Beauty Made In Italy — What’s New/What’s Next.
Hosted by the Italian Trade Agency (ITA) New York, the event combined AI animation designed by Atelier Creative Services and live models embodying the five elements of theory: fire, water, air, earth, and metal.
The event, held in partnership with Cosmetica Italia, The Personal Care Association, and Cosmoprof Worldwide Bologna, attracted industry leaders, professionals, media, and influencers for a lively reception enhanced by Italy’s signature cocktail, Aperol Spritz, and followed by an informational panel discussion.
Erica Di Giovancarlo, Trade Commissioner of ITA New York, said, “What makes our products special is century-old traditions and cutting-edge technology — a blend of artistry and innovation.”
Italian Beauty: A Rapidly Growing Industry
Italy’s Consul General in New York, Fabrizio Di Michele, emphasized the nation’s evolving role in the beauty industry. “When you think about Italy, you associate quality, but we really care about the users. We are also talking safety standards and innovations in safety and health. This explains why now, in just a couple of decades, Italy has become production experts where competence and creativity exist.”
Beauty Made In Italy was a perfect stage to show off Italian-made beauty. “The New York event is a strategic opportunity to build stronger connections with U.S. market leaders, allowing them to experience firsthand the excellence of Italian Cosmetics,” said Enrico Zannini, General Manager of BolognaFiere Cosmoprof S.p.A.
Building Connections with U.S. Leaders
Di Giovancarlo explained that the goal of the event was to show U.S. beauty professionals Italy’s latest innovations and to experience them through the fusion of AI technology, living art, and Italian craftsmanship in an immersive experience.
Italy is the third-largest producer of cosmetics in the world with 55% of all makeup products in the world made in Italy, which includes brands and products made for other beauty companies. “The sum of beauty exports expanded by 45% to seven billion euros, representing 46% of the total business, which floats directly into the Italian economy,” said Fabio Franchina, Vice President of Cosmetica Italia.
In 2023, the North American market accounted for 14.5% of total exports from Italian cosmetics, surpassing one billion euros. The U.S. led this growth with exports of 962 million euros, an increase of nearly 32% over the year before.
“The U.S. is the top destination for Italian cosmetics exports for the second consecutive year,” said Franchina.
Demand for Italian beauty is driven by creativity, quality, design, sustainability, and safety. “We have to do something different and constantly be creative,” Franchina said. He explained that most Italian brands spend at least 6% of their sales into technology and innovation.
For products made in Italy, sustainability is no longer a claim, but a basic element for all companies. “Italy adheres to the highest levels of safety in the world,” he said.
Fittingly, Cosmoprof Bologna is the epicenter of beauty innovations and a prime place to stay abreast of trends, according to Samantha Raimondi, Head of Sales for Cosmoprof Worldwide Bologna. The annual show, organized by BolognaFiere, attracted almost 250,000 March February2024, including more than 3,000 exhibitors from 69 countries. Cosmoprof Bologna kicks off on March 20, 2025, with several curated sections and special services to help attendees navigate the exhibits.
Craftsmanship is a Pillar of Italian Beauty
Raimondi joined Franchina along with Dennis Katawczik, President of Framesi NA, Elisa Giraudi, Co-owner of Kelemata Group and CEO of Orlane Inc., and Daina Nadler, Vice President of Sales and Marketing for Bigelow Trading at C.O. Bigelow, to delve deeper into the allure of Italian beauty.
“Italian craftsmanship and the experience of using these products transport you to another place that elevates a mundane task, like brushing your teeth or shaving, into a ritual that is essentially Italian,” Nadler said. “It’s paramount when you’re working with an Italian brand to really make sure that you’re communicating that at every touch point, whether it’s public relations training, brand activations, a pop-up barber shop, or working with Italy to create a custom gelato flavor to go with Marvis toothpaste.”
For Katawczik, the integrity of Italian-made products enticed him to join Framesi as the North American president. “When I got involved with Framesi it was very important to me to learn and try to emulate the essence of Italian quality.”
Giraudi of Kelemata Group and Orlane discussed the importance Italian companies place on sustainability.
“There’s not one path to sustainability, and we always need to change, and we need to find different solutions to be sustainable. We have been studying upcycling, where you take the waste, and you just reproduce or reuse it—we find a way to use it and create value out of waste,” she explained.
The event offered a glimpse into the future of beauty demonstrating why Beauty Made In Italy is setting new global benchmarks in the industry.
