What do global salon professionals reach for when they want guaranteed quality, style, and innovation? Increasingly, the answer is: Italian-made products.
As Italy celebrated Made in Italy Day on April 15th, one thing became crystal clear—professional haircare is one of the country’s most exciting export success stories. With heritage brands and fresh innovators alike making waves at global trade fairs, the future of “Made in Italy” looks sleek, shiny, and seriously well-styled.
In a climate of compromise, the Made in Italy brand offers consistency
Made in Italy is more than just a geographic label—it’s a globally recognised symbol of quality, style, and innovation backed by decades (if not centuries) of cultural heritage and artisanal expertise. In the world of professional haircare, Made in Italy signals expert formulations, elegant packaging, and salon-proven results.
As international trade becomes increasingly turbulent and tariffs disrupt traditional supply chains, quality has become a lifeline. Distributors and buyers are choosing brands they can trust, and Italian haircare is confidently stepping into that role, delivering premium, ethically-made products that are both high-performing and beautifully crafted.
The Numbers Behind the Shine
According to Cosmetica Italia’s Annual Report, the Italian cosmetics industry exceeded €16.5 billion in turnover in 2024, marking a 9.1% increase compared to the previous year. Exports played a significant role in this growth, rising by 12.0% to surpass €7.9 billion, positioning Italy as the world’s fourth-largest cosmetics exporter after France, the United States, and South Korea.
Haircare remains the second most dynamic segment after skincare, driven by global trends such as scalp health, “skinification” of hair routines, and eco-conscious packaging—all areas in which Italian brands are leading the charge. The professional channel, including salon-exclusive haircare, represents about 13% of the market and continues to grow, particularly in high-demand regions like the U.S., Middle East, and Asia.
Italian Brands on the Global Stage
From legacy leaders to fast-emerging innovators, Italian professional haircare brands are making a powerful impact on the international market. These companies do more than produce haircare—they educate, inspire, and export a distinctly Italian vision of beauty to the world.
Davines, a certified B Corp and sustainability pioneer, is now present in over 90 countries, seamlessly blending clean beauty principles with salon-grade performance. Alfaparf Milano, Italy’s top cosmetics exporter, continues to lead with trendsetting colour systems and cutting-edge education programs that support salon professionals worldwide. Framesi, a historic name in Italian beauty, maintains a strong global presence through its extensive academy network and longstanding salon partnerships.
Meanwhile, rising stars like Elgon, Fanola, and Vitality’s are gaining ground across Latin America, Europe, and Asia, thanks to innovative formulas and dynamic market strategies.
Government Backing and Future Plans
Made in Italy Day also brought political momentum. Minister of Enterprises Adolfo Urso announced the upcoming Fashion and Beauty Plan, which will launch in May. The initiative aims to boost Italy’s presence in global markets, with beauty and fashion identified as high-potential export drivers.
With Italy aiming to exceed €700 billion in total exports by the end of the current legislature, the beauty industry—and professional haircare in particular—is being recognised not just as a symbol of cultural excellence but as a vital driver of economic growth.
So… Can Italian Haircare Conquer the World?
Absolutely—and it already does. With a potent mix of innovation, craftsmanship, and global relevance, Italian haircare brands set the standard for excellence. As trade tensions continue to rattle the industry, Made in Italy offers what few others can: timeless quality in a world full of shortcuts.
