Cosmetic products market value in Italy 2019, by channel

With a sales value of over two two billion euros, perfume shops represented the preferred sale channels by Italian consumers to purchase cosmetics in 2019. Pharmacies followed with a sales value of approximately 1.9 billion euros. Facial care and body care were the leading two market segments, representing 17.2 percent and 16.3 percent of the cosmetic products consumed in Italy respectively.

Appearance matters

Italy’s cosmetics market is one of the largest in Europe both in terms of turnover and consumption. When compared to other European countries, Italy ranks fourth in terms of total consumption. When considering the size of the population, the consumption per capita is even higher. Moreover, the worldwide turnover of the Italian cosmetics and personal care industry reached an estimated value of 11.9 billion euros in 2019.

Key player in the sector worldwide

Italy is also a key player in the export of cosmetics, with products being purchased all over the world. The exports value of Italian cosmetics reached five billion euros in 2019, growing significantly since 2013, when the value was equal to 3.2 billion euros. France and Germany were the leading importers of Italian cosmetics. The two countries together imported approximately over one billion euros of cosmetics from Italy in 2019.

Cosmetic products market value in Italy in 2019, by sales channel

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Release date

March 2020



Survey time period


Supplementary notes

*This figure includes supermarkets and hypermarkets, self service specialist drug, single brand store, and other.

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