The Italian Trade Agency (ITA), in collaboration with Cosmetica Italia – The Personal Care Association and Cosmoprof Worldwide Bologna, recently hosted an extraordinary event in Los Angeles, California, titled "Beauty Made in Italy — What's New/What's Next." This all-day affair brought together industry leaders, beauty professionals, editors, and influencers to explore the latest Italian beauty innovations, products, and trends, showcasing the country's unparalleled excellence in the global beauty landscape.

Unlocking the Secrets of Italian Beauty's Global Dominance

A Wellness-Infused Experience

The event commenced with a special wellness moment, where guests were invited to partake in a relaxing sound bath session, led by the talented Jennifer Elliott. This 45-minute meditation session allowed attendees to unwind and immerse themselves in the range of Italian-made products displayed on their mats, including offerings from renowned brands such as (Comfort Zone) by Davines Group, Olivella, Lisap Milano, Pettenon Cosmetics, N&B Natural is Better, Rudy Profumi, Fontana Contarini Cosmetics, and Confalonieri Matite.

A Culinary Celebration of Italian Artistry

Following the sound bath, guests were treated to a delectable family-style lunch, showcasing the best of Italian cuisine. The menu featured seasonal vegetables, burrata, and a basil dish, as well as pasta carbonara, petaluma chicken piccata, and a luscious lemon mascarpone tart for dessert. The event welcomed a distinguished guest list, including Vernon Francois, Lilliana Vasquez, Marta Pozzan, Ashley Haas, Merle Ginsberg, Madi Webb, Andrew Matarazo, Darren Kennedy, Manasvi Mamgai, Nicholas Birchall, Summer Soderstrom, and many more.

Insights into the Future of Italian Beauty

The highlight of the day was a panel discussion that provided valuable insights into the latest trends and innovations in the Italian beauty industry. The panel featured an impressive lineup of experts, including Cosmoprof Worldwide Bologna's head of business development, Francesca Maturi, Cosmetica Italia's vice president, Fabio Franchina, the territory manager of Comfort Zone/Davines North America, Jessica Ruth, Diana Madison Beauty founder, Diana Madison, and Gente Beauty founder, Mari Fonesca. The panel was moderated by blogger and NUUDS founder, Daryl-Ann Dexter.

The Unstoppable Rise of Italian Cosmetics

Fabio Franchina, the vice president of Cosmetica Italia, opened the discussion with impressive statistics that showcased the remarkable success of Italian beauty brands worldwide. In 2023, the North American market accounted for 14.5% of total exports from the Italian cosmetics industry, surpassing one billion euros. The United States led this growth, with over 962 million euros in value, reflecting a significant increase of nearly 32%. Canada also demonstrated strong growth, with makeup products experiencing a notable 61.1% increase.Franchina emphasized that "Made in Italy cosmetics not only promote wellness and healthy lifestyles but were also perceived as high-quality products, providing a competitive advantage in the US market." The "Beauty Made in Italy" event, in collaboration with BolognaFiere Cosmoprof and the Italian Trade Agency (ITA), aimed to highlight the excellence of the Italian beauty industry, which is appreciated worldwide, with a specific focus on California consumers' tastes. This initiative strengthened the industry's presence in the US and communicated the distinctive values that make Made in Italy cosmetics unique and attractive. Exports accounted for more than 46% of Italian cosmetics production, reflecting their high appreciation in terms of quality, creativity, performance, and innovation.

Cosmoprof Worldwide Bologna: A Global Beauty Destination

Francesca Maturi, the head of business development at Cosmoprof Worldwide Bologna, introduced the renowned trade show to the packed crowd and showcased short videos highlighting its worldwide success. The panel then delved into various topics, including sustainability, the importance of exhibiting at Cosmoprof, and strategies for successfully launching a beauty brand. The event welcomed a diverse audience, including industry luminaries such as Anastasia Soare, Gigi Pelino, Stephanie Pelino, Chinazor Offro, Carly Sloane, Jane Sung, Pandora Amoratis, Dahvi Shira, Liz Flora, and Kimberly Yang.

Celebrating the Best of Italy

The day concluded with a special cocktail sunset hour, featuring a signature Aperol Spritz, providing an opportunity for guests to connect with the panelists and explore the participating brands. This captivating event celebrated the unparalleled excellence of Italian beauty, showcasing the industry's commitment to innovation, sustainability, and global recognition.