Italian Trade Agency And Beauty Independent Spotlight Italian Beauty Brands In New York

With annual beauty and personal care sales exceeding $100 billion, the United States is the world’s largest beauty market, offering significant opportunities as well as considerable challenges for emerging international brands.

To support the growth and successful expansion of Italian beauty companies in the U.S., the Italian Trade Agency (ITA), in collaboration with Cosmetica Italia, established the Beauty Made in Italy (BMI) Program. The seventh edition of the Beauty Made in Italy (BMI) Project is supported by Beauty Independent, whose expertise and network within the U.S. beauty industry contribute to the program’s successful implementation by providing deep knowledge of the American beauty landscape and leveraging relationships with key stakeholders, including retailers, investors and best-in-class service providers.

Erica Di Giovancarlo, trade commissioner at the Italian Trade Agency’s New York office, says that the program creates opportunities for meaningful exchange, collaboration and long-term relationships valuable for both the Italian and American beauty industries. She adds, “With 35 participating Italian beauty companies, this project represents an important platform showcasing the strength, diversity, innovation and manufacturing excellence of Italy’s beauty sector in the U.S. market.”

Fabio Franchina, president of Framesi and VP of Cosmetica Italia, says the 35 participating Italian cosmetic brands have gained direct access to the expertise, insights and relationships needed to succeed in the U.S. market. He says, “It has enabled these companies to actively highlight the creative qualities and intrinsic excellence of each product.”

Next week, BMI, which kicked off last September, will culminate with a flagship event in New York, taking place immediately after Beauty Independent’s Dealmaker Summit concludes on Tuesday, June 9 at 4 p.m. at Convene in One Liberty Plaza. The invite-only event will spotlight 21 of the 35 beauty brands that participated in BMI’s seventh edition. They span skincare, haircare, fragrance and body care. The showcase will be a chance for retailers and content creators to meet brand founders and executives to learn about bestsellers and new innovations.

The participating brands are Brelil Srl, Montenapoleone S.r.l., Nobile1942 Srl, Rudy Profumi Srl, Lisap Laboratori Cosmetici Spa, Barex Italiana, Everby by L’Erboristica di Athena’s, Misula Cosmetics, Ernesi 1978, SuperYou, Bottega Verde Srl, Olivella (Umbria Olii International Spa), Framesi Spa, Aurora Beauty Zones Srl, Greylosophy by Pettenon, Giardini di Toscana Srl, Perlier S.r.l., Essentia Puglia Srls, Vagheggi and Paglieri.

Natalie Gray, retail lead at Beauty Independent, says, “Our goal is not only to showcase the diverse beauty retail channels available in a metropolitan U.S. city, but also to give Italian brands seeking access to our market a firsthand, holistic and realistic view of what it takes to succeed in the most competitive beauty market in the world.”

Di Giovancarlo says, “Italian beauty companies are globally recognized not only for their creativity and heritage, but also for their unique formulation expertise, manufacturing excellence and innovation capabilities, qualities that stand behind many of the world’s most successful beauty brands today. We believe this project, and especially this flagship event, strengthens the growing relationship between the Italian and American beauty industries through authentic collaboration and shared opportunities.”

Franchina emphasizes that what makes this year’s edition particularly impactful is the combination of education, mentorship and meaningful connections with leading industry professionals and buyers the participating brands were able to make, helping them build their knowledge, confidence and long-term partnerships that will support their international growth going forward. He says, “The conclusion of the project in New York will provide an opportunity for all industry stakeholders, both suppliers and buyers, to discover valuable proposals designed to satisfy every potential buyer.”

The day after the showcase, Beauty Independent’s retail team will take brand founders and executives participating in BMI on a New York City “retail safari,” a full-day itinerary featuring visits to Manhattan’s most relevant and innovative beauty retail destinations such as neighborhood icons C.O. Bigelow, U.S. specialty retailing powerhouses Ulta Beauty and Sephora and U.S. luxury landscape newcomer Printemps New York.