Beauty Made in Italy, the signature program of the Italian Trade Agency (ITA), has become a vital bridge for Italian beauty and wellness brands seeking to expand into the United States, the world’s largest beauty market.
Now entering its seventh edition, the yearlong initiative provides participating companies spanning skincare, fragrance, haircare and wellness with the resources, expertise and access they need to thrive abroad. The program is structured in two tracks: as an incubator for brands not yet distributed in the U.S. and an accelerator for those already further along in their expansion.
Participants gain more than visibility. They receive practical support through webinars, one-on-one advisory sessions, guidance from regulatory experts and curated introductions to retailers, investors and suppliers. The initiative culminates in a flagship industry event in New York, providing brands a chance to showcase themselves on a prominent stage.
The impact of Beauty Made in Italy lies in its ability to highlight what makes Italian brands exceptional while equipping them with the tools to achieve lasting growth. Italian heritage brands and innovative newcomers alike face a steep learning curve when entering the U.S. market. The seventh edition of the program has been strengthened to deliver a more holistic model that blends education, networking and hands-on strategy, giving Italian brands the tools to compete, not just the chance to be seen.
To do so, ITA has tapped Beauty Independent as its U.S. partner for the 2025 to 2026 edition. Known for its deep coverage of emerging beauty and for building programs that support the beauty entrepreneur such as the Bridge Mentorship program, Beacon Awards, Dealmaker Summits and BITE (Beauty Is The Experience) expo, Beauty Independent brings unparalleled expertise in guiding challenger brands through their growth journey.
The publication’s network of investors, retailers and service providers offers Italian participants access to a community uniquely aligned with their ambitions. Select accelerator brands will gain access to Beauty Independent’s Dealmaker Summit in New York being held from June 8 to 9 next year, where they will be exposed to the best thought leadership in the industry as well as top beauty investors and fellow brand-builders.
“We’ve built an ecosystem for beauty entrepreneurs that combines knowledge, insights, and connections,” says Nader Naeymi-Rad, founder and publisher of Beauty Independent. “This program extends that ecosystem and tailors our knowledge for Italian brands entering one of the most competitive markets in the world.”
Fabio Franchina, VP of Cosmetica Italia, the Italian cosmetics and personal care trade association, says, “The U.S. beauty market is large and complex, but we believe that by empowering Italian brand-builders with the right knowledge and connections, we can enable them to navigate complexity and execute the right strategy for this market. Italian beauty brands bring with them not only rich heritage and innovation, but also immense potential, and we’re proud to help translate this into long-term success.”
Alessio Nanni, head of the fashion and beauty division at ITA, says, “The partnership with Beauty Independent represents a step forward for the BMI program and one that we are very excited about. By working with Beauty Independent, we’re ensuring Italian brands receive not only visibility, but the strategic relationships and knowledge that are specifically tailored to their needs to enable lasting success.”
Applications for the 2025 to 2026 program are open until Oct. 10. Inquiries should be directed to tamara@beautyindependent.com.
