The Italian Trade Agency (ITA) will extend its sponsorship of a curated selection of the very best cosmetics and haircare companies at the annual trade show Cosmoprof North America, July 11-13, 2023, at the Convention Center in Las Vegas. This industry event is one of the pillars on which ITA has built a successful strategy to promote beauty increasing steadily over the years. Thanks to the great collaboration provided by the show organizer, for the third time ITA has taken a stronghold position at the center of the action. ‘Italian Pavilion,’ separated in two sections gathers the best ‘Made in Italy’ cosmetic and haircare brands for the ease of retailer discovery.

ICE Agency is dedicated to supporting Italian brands to ensure they are set up for success during the trade show. This will be a unique opportunity for Italian companies to foster new business relationships and collaborations, and offer the latest in haircare, skincare, makeup and natural products to the American market. The companies exhibiting at the show are increasingly oriented towards sustainability, combining the economic results of production activities with attention to the environmental and social aspects.

The cosmetics section will exhibit: COSMETICS GROUP INTERNATIONAL, ALLMYFLY, APIARIUM BIO NATURAL COSMETICS, CAROMED, CGS SB, CIESSE, CPM SRL, DR. LAURANNE, ERNESI 1978, FARMARICCI SINCE 1905, ICC, IGIENE SERVICE, ITALCOSMETICI, LABO INTERNATIONAL, LORD & BERRY EUROPE, LUXURYA PARFUM, SKINBOX, THE FIRST MILANO, and VAGHEGGI. 

And the haircare section will be represented by: BEAUTINOVA - ING PRODUCTS, CERIOTTI, COMPROF MILANO, COSM.O, CREATE IMAGES, EMSIBETH, HAIR COMPANY PROFESSIONAL, IEMME, INDUSTRIE PAGODA, ITELY HAIRFASHION, KAARAL, KHOLOBEAUTY, KLERAL SYSTEM, LAB37, LABORATORI COSMETICI, MARIO ZUNINO & C., MAXELLE MADE IN ITALY, MELCAP, MYOSOTIS, OYSTER COSMETICS, PUBO, PUNTI DI VISTA, SHEIS BEAUTY INTERNATIONAL, SOCO (SOCIETA' COSMETICI), and UNIVERSAL BEAUTY PRODUCTS.

ITA is now initiating more projects, networking events, and consumer-facing events than ever before to support Italian brands as they recover post-pandemic and look to the future – in more regional American markets than ever before as well.

In 2021, the country was the third leading market for cosmetics products in Europe, while the first largest player worldwide was the United States. 67% of the makeup consumed in Europe is produced by Italian companies, which is on the global level is 55% by numbers. Overall, 2022 saw a continued post-pandemic comeback for Italian brands. Thanks to the resilience and the spirit of the Italian entrepreneurs - and certainly thanks to the measures adopted by the Italian government - ITA has seen a growth of the Italian export in the US in many sectors.

The rate of beauty products of Italy imported by US in 2022 is confirmed (US Dep. Of Commerce) to be growing, with double-digit values with a total turnover of $1.36billion in 2022, which is up 27.1% compared to $1.07 billion in 2021. With a market share of nearly 7.2% in 2022, Italy ranks fifth among the major beauty importer countries to the US after Ireland (21.0%), France (18.9%), Canada (9.2%), Mexico (7.4%). In 2022, the following products accounted for Italian beauty imports to the U.S.: Make up (20.3% of the total) positioning Italy on 1st, body care (7.4% of the total) positioning on 4th, and haircare (10.5% of the total) positioning on 3^rd after Canada and Mexico.

Mr. Antonino Laspina, Italian Trade Commissioner, comments: “We’ve amassed some impactful proof of concept for Italian brands that proves that relationship building, consistency in marketing messaging, and content creation can absolutely result in the international expansion every entrepreneur dreams of.”