The Italian cosmetics business is predicted to generate €17.4 billion in revenue by 2025, representing a 5% increase. Exports, totaling €8.5 billion (+7% compared to 2024), are instrumental to this achievement, owing to the contributions from both established markets and emerging markets such as Mercosur, which experienced a significant sales increase in the first half of the year (+40%). The domestic market is propelled by a per capita expenditure of approximately €219, which is comparable to that of healthcare products. E-commerce leads the way with a 9% increase, followed by perfumery (+5.8%) and pharmacy (+3.3%). Among the items, alcoholic perfumery (+6.2%), hair care (+4.9%), and skin care (+3.9%) stand out. The top three export destinations are the United States, France, and Germany, which account for around one-third of overall export value. In the Italian beauty industry, men's cosmetics are gaining significant prominence: the consumption of men's cosmetic products accounts for over a quarter of the overall market and encompasses hygiene products (just under one-third), hair and beard care items (a quarter), skincare (exceeding 22%), and alcoholic fragrances (20%).