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Cosmetic products market share in Italy 2016-2019, by channel

The consumption of cosmetic products in Italy is a large business worth more than ten billion euros a year. In terms of value, the largest share of products in 2019 were sold in hypermarkets, supermarkets, single-brand stores, and herbalist shops. Indeed, these retail channels held 45 percent of the total consumption value of cosmetics items in Italy. Perfume shops and pharmacies were the second and third most valuable channels for this category of products.

Made in Italy in the world

Between 2013 and 2019, the turnover of the Italian cosmetics industry originating from exports rose steadily, reaching around 12 billion euros. In that year, the Italy’s main European trade partners for cosmetics were France and Germany. Outside of Europe, the United States and Hong Kong represented the most profitable markets for Italian exportations.

Leading Italian players

Among the most successful Italian beauty brands, Kiko and Euroitalia registered the largest turnover in the years 2017 and 2018. However, in 2018, the turnover of Kiko S.p.A. decreased compared to the previous two years. That year, the Italian beauty company closed 137 stores, which accounted for 13 percent of all Kiko stores. The turnover of Euroitalia S.R.L. increased in 2018. Sodalis S.r.l. controls the brands Reporter and Naj-Oleari. Moreover, it licensed the brands Versace, Moschino, Missoni, and Dsquared2.

Distribution of cosmetic products consumption value in Italy from 2016 to 2019, by channel

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Release date

June 2020



Survey time period

2016 to 2019

Supplementary notes

* 'Mass market and other channels' includes hypermarkets/supermarkets, single-brand stores and herbalist shops.

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Statistics on "Cosmetics market in Italy"

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