The world of beauty runs fast, enriching itself almost every day with new and innovative brands, capable of looking at the world of cosmetics with originality. It is beauty made in Italy, imagined and created in Italy to try to rewrite and reinvent the very idea of Italian beauty. Brands born from passions and needs, but, above all, from the desire to transform the cosmetics industry.
The pillars are sustainability and minimalism, but also very high performance, to guarantee gentle and highly effective formulations. Italian and, in a certain sense, social beauty brands. Lines and references that have given life to real online communities, but also capable of describing and interpreting new beauty trends.
The need, naturally, is to outline the cosmetics of the new millennium, playing with transparent communication, essentiality and unique ingredients, often inspired by Italy itself. The result is very Italian brands, which redefine beauty with passion and innovation. Without forgetting their roots.
Italian beauty brands 2024: Vilo Cosmetics and natural essentiality
Vilo Cosmetics was born from the passion of Vittoria Lonetti, pharmacist, cosmetologist and founder of the brand to which she gives, at least in part, her name. An idea born from the desire to create essential skincare in harmony with the skin, which has oils its protagonists.
The brand's first-born is Beauty Caress, a natural facial oil that combines jojoba oil, phytosqualane and passion fruit oil. The goal is to rebalance skin sebum, but also hydrate the skin and illuminate it. In the formula, then, Spillanthes Acmella, a natural botox, microencapsulated hyaluronic acid and bisabolol, for an anti-wrinkle effect.
MeWe Quirk Line and make up as female empowerment
Born in 2019 from an all-female team: MeWe Quirk Line is not just a make up brand, but a belief. At its core, the belief that the value of every individual lies in uniqueness, to be expressed in beauty. A simple and fun Italian beauty brand, which tells about makeup through the vision of its founders, Ila Malù, a team born in 2009 from the passion of Ilaria Maria Ponti, Martina Pirotta and Lucia Troncatti.
And, thus, make up becomes a tool to tell oneself to the world. For this reason, MeWe's proposal is essential and unexpected, characterized by an attractive and easy-to-use design, to tickle everyone's need for naturalness without giving up creativity.
Italian beauty brands: discover Jo Maison Jo in 2024
At the heart of Jo Maison Jo's philosophy there is a passion for self-care and cosmetics. An innovative maison, from fragrances to formulations. Stefania and Alessia are the heart and mind of it, friends and entrepreneurs who have transformed Jo Maison Jo into a… happy brand. At the center are products characterized by unique and particular ingredients, which take care of the face, body and hair through the synergy of highly performing active ingredients.
BEauty Tune, the beauty algorithm
Being yourself: BEauty Tune is based on the desire to create tailor-made products that can respect the characteristics of the skin. Made in Italy and sustainable, the brand was born from an idea of Dr. Alessandro Viola, pharmacist and cosmetologist known on TikTok as doctorVi, and Giulio Tamanza, mechanical engineer expert in algorithms.
The embodiment of hi-tech beauty: the product, in fact, does not exist until it is ordered. In fact, through a simple questionnaire, customer data is collected, interpreted by an algorithm and translated into numerical codes that give life to personalized skincare.
Among the flagships of the brand there is also the packaging. In addition to being refillable, in fact, BEauty Tune boasts a patented 2in1 jar characterized by a double chamber, one T-shaped and one U-shaped. Inside, two different formulas, to be applied - obviously - on the T-zone and on cheeks and chin.
The authentic simplicity of Doopa
Literally, Doopa means wonderful, excellent (from the English adjective super-duper) and was born from the love for the beauty rituals of Giulia, the founder, created in collaboration with researchers and cosmetologists in Italy. The goal is to create beauty suitable for all skin types.
A sustainable and environmentally friendly brand: the formulations, in fact, are made with natural ingredients and quality raw materials, while production takes place in certified plants with low environmental impact.
Bad Girls Go To Heaven, bad girls (and their lipsticks) go to heaven
The founders are Silvana Bruce and Giovanna Gramuglio, mother and daughter: Bad Girls Go To Heaven was born with the desire to create a make up line that celebrates female empowerment and the special moments of every woman.
A project that became reality at the end of 2023, but consecrated during the 2024 Sanremo Festival: it is signed by BGGTH, the red that illuminates the lips of the Rich and the Poor on stage. Bad Girls Go To Heaven, however, is more than a brand, it is an invitation to challenge expectations and conventions and to find your own personal paradise.
Hemeryne takes care of the skin, protecting it
A star product that embodies the brand's philosophy: Urban Defense SPF30 is a mineral-based waterless sun milk designed for daily use. It is signed by Hemeryne, a skincare brand born in 2022 with the aim of reducing the beauty routine to the essentials without sacrificing effectiveness and respect for the environment.
Founded by Valentina Roncaglia while working in the CBD industry, Hemeryne aims to reduce the burden on the world of the 120 billion packages produced each year through a multifunctional product, which hydrates and protects the skin. Next to her, Carlo Gibertini, creative soul of the brand.
The Italian beauty brands of 2024 have a Soul
The idea for Anima was born during the pandemic, a difficult period in which the founder, doctor Milena Valentini faces an introspective journey, which led the chemist and cosmetologist to dust off the formulations of an old line, covering the products with new textures.
At the base of Anima there are refined active ingredients and scientific experimentation, which make the brand truly endowed with a spirit. The goal is to feel good about yourself and become aware of what the best habits are to achieve a correct lifestyle, in the name of beauty.
Intimate skincare according to Kysh Cosmetics
The first Italian beauty brand dedicated to luxurious intimate skincare: Kysh wants to take care of the V area with safe and effective products that can conquer all women. The mind and heart of the project is Alessia Kysh, who brought her idea of selfcare to life creating an innovative brand that can make private part care free of stereotypes, embarrassment and taboos. At the center, delicate and gentle formulations, combined with an elegant design.
Italian beauty brands 2024: 2beautiful addresses Gen Z
It is aimed at Generation Z through unisex products and a playful and colorful design, to tell a story skincare conceived as a path. And, obviously, it is aimed at the 25-35 year old range. Is called 2beautiful and is an Italian beauty brand born from the expertise of Antonio Mancini, doctor and maxillofacial surgeon.
The line is characterized by a minimalist approach, which takes the form of a single line eleven references based on natural ingredients (over 98%), to be chosen based on your skin type. From burdock extract to tomato, strawberry and pomegranate extract, 2beautiful aims for the beauty of the new generations.
