The beauty world is made in Italy International brands that have chosen Italy to produce their beauty products

When we buy a blush from Rare Beauty or a lip kit from Kylie Cosmetics, we picture Los Angeles, glossy campaigns, packaging and photoshoots designed down to the smallest detail to end up on Instagram. What we don’t see, and what may be even more interesting, is what happens before: laboratories, stability testing, trial after trial. And here’s the twist: a significant part of the global makeup industry is made in Italy.

The beauty world is made in Italy

Italy is the industrial heart of makeup

According to data from Cosmetica Italia, confirmed by an analysis from BeautyMatter, around 67% of the makeup consumed in Europe and 55% globally is produced by Italian companies. In other words, more than one in two products worldwide is either created or processed in Italian laboratories. Italy’s strength lies not only in the volume of products it develops, but above all in its technical expertise. Excellence is particularly evident in pressed powders, lipsticks, foundations, and complex textures, where the ability to work with pigments and achieve high performance on the skin is essential. Italian companies specializing in contract manufacturing manage the entire process: from research and development to stability testing, filling, and packaging, always in compliance with European regulations, which are among the strictest in the world. For this reason, many international brands, including celebrity lines, choose Italian partners when they are looking for reliable, high-quality products, making Italy synonymous with safety and expertise.

The beauty sector is continuously growing

Italy plays a key role in the cosmetics sector not only because of the quantity and quality of the products it manufactures, but also because of the industry’s economic growth. The latest edition of Cosmoprof Worldwide Bologna 2025 welcomed over 248,000 visitors from around 150 countries, demonstrating how closely the world follows Italian production. According to Cosmetica Italia, in 2024 the total revenue of the Italian cosmetics industry exceeded €16.5 billion, marking a 9.1% increase compared to the previous year, while exports reached nearly €7.9 billion, growing by 12%. These figures highlight how solid and competitive the Italian production system is, capable of attracting investments and collaborations from across the globe. Around 13% of the industry’s total revenue comes from companies that manufacture for other brands.

The international brands that have chosen made in Italy

Several international brands choose Italy to produce some of their most iconic products. Although, for confidentiality reasons, factory names are rarely disclosed officially, founders themselves often share behind-the-scenes insights on social media. Through videos and backstage content, some celebrities have revealed that part of their lines takes shape in Italy. This is the case of Rare Beauty: Selena Gomez visited a facility in the province of Bergamo, in Fornovo San Giovanni, sharing the production stages of her Positive Light Tinted Moisturizer. Kylie Jenner also posted a TikTok video filmed in Italy during a visit to the factory she relies on to produce blushes, foundations, and pressed powders for Kylie Cosmetics. On official brand websites, Italy is not always explicitly listed as the country of production. However, according to Susanna Macchia, beauty director of la Repubblica, Rhode and Tower 28 also manufacture part of their ranges in Italy. A detail that confirms how Italy continues to be a key reference point in the international cosmetics supply chain.