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7 Italian Cosmetics Brands Growing Thanks to Ecommerce

October 8, 2025

The growth of beauty ecommerce in Italy: an opportunity for emerging and established cosmetics brands

The Italian cosmetics brand sector is booming, driven by digitalisation and rising online sales. Across skincare, make-up and body care products, ecommerce has become one of the main growth channels for cosmetics brands, both established and newly launched.

In 2024, Italy's online cosmetics market surpassed €1.2 billion, marking double-digit growth compared to the previous year. This development is fuelled not only by rising demand, but above all by cosmetics brands' adoption of advanced technologies: PIM for centralised product data management, DAM for visual assets, marketing automation and custom solutions integrated on Shopify Plus and marketplaces.

Which cosmetics brands are leading digital innovation in Italian beauty?

We've selected 7 Italian cosmetics brands that are growing thanks to ecommerce and the ability to leverage digital strategically. Some are historic brands that have reinvented themselves, others were born natively online with a DTC approach. All share a common vision: investing in technology to improve catalogue management, user experience and scalability.

This content is aimed at cosmetics brands, ecommerce managers and beauty industry professionals who want to understand the mechanics of sustainable growth in the digital landscape.

1. Collistar: one of the strongest Italian cosmetics brands in omnichannel

From pharmacies to digital flagship stores

Collistar is an Italian cosmetics brand founded in Milan in 1983, initially as a division of a pharmaceutical company. Under the leadership of Daniela Sacerdote, it introduced innovations such as compact bronzing powder and single-dose capsules, earning a prominent position in the Made in Italy beauty market. In the 1990s, Collistar strengthened its presence in selective perfumeries, becoming a benchmark among high-end Italian cosmetics brands.

The ecommerce evolution and the direct channel for cosmetics brands

With the growing digitalisation of the beauty sector, Collistar has completely rethought its ecommerce strategy. Since 2020, the site has been revamped with omnichannel features such as a store locator and integration with sales platforms. Thanks to its partnership with Sidea Group, the company has strengthened its ecommerce data analysis to improve UX, conversions and performance, following a data-driven approach typical of cosmetics brands focused on digital growth.

Omnichannel customer experience: the new standard for cosmetics brands

In 2025, Collistar strengthened its digital presence by working with We Are Social to guide its online positioning. The "Libera la tua bellezza" ("Free Your Beauty") campaign highlighted the brand's authentic and inclusive identity, offering a consistent experience across ecommerce, social and physical retail. This omnichannel model is now essential for cosmetics brands that want to scale and stay competitive in an increasingly fragmented digital landscape.

2. Deborah Group: an excellence among Italian multi-brand cosmetics companies

A historic group with solid roots in Italian cosmetics

Deborah Group is one of the most recognisable historic cosmetics brands in Italy. Founded in 1903 in Paris as Bonetti Frères, it moved its headquarters to Italy in the 1960s, launching Deborah Milano in 1962, a brand that marked a turning point in Italian make-up. Over the years, the group has expanded its portfolio to include cosmetics brands such as Debby, Bioetyc, Dermolab and Rouge Baiser Paris, positioning itself as a leading player on the national and international stage.

Digitalisation and tailor-made ecommerce for cosmetics brands

With the digital boom, Deborah Group launched a technological transformation process. The group's official ecommerce has been live since 2017, allowing customers to buy online the products of its various cosmetics brands. This direct-to-consumer approach has enabled greater personalisation of the user experience, thanks to tailor-made catalogues, targeted promotions and content optimised for each customer segment.

Marketplace and PIM-DAM integration for scalable cosmetics brands

Deborah Group's digital strategy also includes a strong presence on national and international marketplaces. To maintain consistency and quality of information, the company has adopted Product Information Management (PIM) and Digital Asset Management (DAM) solutions. These tools allow the group's cosmetics brands to centrally manage descriptions, images, videos and product variants, optimising workflows across ecommerce, marketplaces and promotional channels.

3. FGM04: one of the most innovative functional cosmetics brands in Italy

Rapid growth between innovation and niche

FGM04 is an Italian cosmetics brand born in 2004 in Modena thanks to the vision of Filomena Palomba and Michele Malerba. The company initially stood out as a professional cosmetics laboratory, focused on functional treatments against cellulite and localised fat deposits. Innovative active ingredients such as capsicum resin oil and phosphatidylcholine made the brand recognisable in the functional cosmetics landscape.

Over time, FGM04 expanded its catalogue to include technical clothing and supplements, taking a holistic view of wellbeing. Experimentation with FIR (Far Infrared Rays) materials confirmed the brand's scientific vocation, making it one of the most cutting-edge cosmetics brands in the Italian market.

Ecommerce-first strategy and a direct-to-consumer model

FGM04 chose ecommerce as its main sales channel, embracing a D2C (direct-to-consumer) model that's highly effective for new-generation cosmetics brands. The official site offers a purchase journey optimised for the end customer, with a focus on usability, clarity and informational support.

The digital strategy is based on a structured funnel, integrating email marketing, educational content and targeted offers. This has allowed the brand to build a loyal community and grow rapidly in a highly competitive market.

Scientific communication and marketing automation in cosmetics brands

One of FGM04's strengths is its ability to combine scientific communication and marketing automation. Every product is backed by detailed information on ingredients, studies and functional benefits, building public trust.

Thanks to advanced automation tools, FGM04 offers personalised content and promotions, improving conversion rate and customer retention. This balance between scientific credibility and digital performance places FGM04 among the most successful emerging Italian cosmetics brands in the online channel.

4. Wycon: one of the most digitalised and accessible Italian cosmetics brands

The birth of an inclusive, competitive brand

Wycon Cosmetics is an Italian cosmetics brand founded in 2009 by Gianfranco Satta and Raffaella Pagano, with the goal of democratising access to quality make-up. Thanks to a direct, streamlined supply chain, the brand has been able to offer affordable beauty products, targeting a young, creative and inclusive audience. This positioning has allowed Wycon to quickly emerge among the new cosmetics brands on the Italian and European scene.

Integrated ecommerce and retail: an omnichannel experience

From the outset, Wycon paired retail development with a strong ecommerce component. The official site offers a full catalogue of make-up, skincare and accessory products, with an intuitive, mobile-first interface. The online platform is designed as a natural extension of the physical stores, with exclusive promotions and personalised engagement initiatives.

Among the brand's most effective strategies is the Wycon Squad loyalty programme, which rewards customers for purchases and digital interactions, encouraging loyalty and repeat purchases. An omnichannel approach that has made Wycon a case study among natively digital Italian cosmetics brands.

A cosmetics brand on Shopify Plus and marketplace strategies

To scale further, Wycon chose Shopify Plus as its ecommerce infrastructure, leveraging advanced automation, personalisation and integration features with vertical marketplaces. This choice improved operational performance and sped up the time-to-market of collections.

The brand has also implemented tools for omnichannel delivery and SMS campaign optimisation, working with partners such as Mitto to ensure high deliverability and ROI. Thanks to this tech-driven approach, Wycon today represents one of the most innovative Italian cosmetics brands in the digital landscape.

5. Paglieri: among historic cosmetics brands, now a multichannel leader with Felce Azzurra

A historic brand with an international spirit

Paglieri is one of the longest-standing Italian cosmetics brands, born in Alessandria in 1876. Its flagship icon, Felce Azzurra, was launched in 1923, winning over generations with recognisable fragrances and Made in Italy quality. With over 200 years of entrepreneurial history, Paglieri today exports to more than 50 countries, with a competitive position in the home and personal care sector as well.

Data centralisation and an integrated ecommerce catalogue

To manage such a broad product portfolio, Paglieri has adopted an advanced digital infrastructure, centralising product data and marketing information with PIM (Product Information Management) and DAM (Digital Asset Management) systems. This has made it possible to manage content consistently and keep it up to date across all digital channels: ecommerce site, marketplaces and partner retailers.

Ecommerce infrastructure, automation and integrated logistics

In 2024, the group achieved record revenue of €254 million, up 12% on the previous year. Production exceeded 300 million units a year, and EBITDA grew by 37%.

This growth was supported by a new high-tech production plant and automation solutions for logistics management and ERP–ecommerce integration. Digitalisation has allowed Paglieri to optimise operations, improve delivery times and offer an efficient omnichannel shopping experience.

Paglieri today represents an example of an Italian cosmetics brand capable of evolving digitally without losing its historic identity. The combination of tradition and innovation positions it as a model for other beauty brands looking to scale through ecommerce and technology.

6. Bottega Verde: a digital pioneer among Italian cosmetics brands

From mail order to full-funnel ecommerce

Bottega Verde is one of the longest-standing and most digitally advanced cosmetics brands in Italy. Founded in 1972 in Pienza as a small herbalist shop, it built its positioning on natural, accessible cosmetics. Over time, it has opened more than 400 single-brand stores and integrated different sales channels: mail order, retail and digital. As early as 1999, it was among the first beauty brands to launch its own ecommerce site, getting ahead of trends in the Italian market.

Mobile customer experience and advanced CRM

In recent years, Bottega Verde has strengthened its digital presence with a strong focus on optimising the mobile experience. It has adopted Mapp Marketing Cloud to improve the effectiveness of its customer engagement strategies, using artificial intelligence to personalise communications and offers. The CRM system provides an integrated, up-to-date view of user behaviour, enabling effective automation across all touchpoints.

A personalised loyalty programme and management system integration

The BVLOVE loyalty programme is today one of the brand's main levers for customer retention. Every customer earns "Beat" points on every euro spent, whether in-store or online, unlocking exclusive rewards and benefits. The programme includes membership tiers—Green, White and Red Lover—that reinforce progressive customer engagement. Thanks to integration with the ecommerce infrastructure and management systems, points can be easily checked and spent on the site and app, with real-time updates.

Bottega Verde thus stands as a success story among Italian cosmetics brands for its capacity for innovation and full-funnel approach, with a strategy that combines physical and digital channels, automation technologies and a customer experience centred on personalisation.

7. L'Erbolario: one of the most recognised natural cosmetics brands online too

Between laboratories, physical retail and gradual digitalisation

L'Erbolario is an Italian cosmetics brand founded in 1978 in Lodi, known for its use of phytocosmetic and natural ingredients. The brand's reputation is built on plant-based formulations and an extensive distribution network of over 170 single-brand stores, pharmacies and herbalist shops. In recent years, the brand has begun a gradual digital transformation, introducing technological tools to improve the user experience and optimise internal processes.

An ecommerce ecosystem built on sustainable, data-driven logic

In the post-pandemic period, L'Erbolario strengthened its ecommerce infrastructure, recording a sharp rise in online revenue: from €1.2 million in 2019 to over €5 million in 2021. This growth underscored the importance of adopting omnichannel and sustainable strategies, in line with the brand's values. One of the project's distinctive features is the ability for customers to check real-time product availability in physical stores directly from the online shop, enabling a smooth, integrated shopping experience.

Advanced automation across PIM, DAM and Shopify

To manage its extensive catalogue and ensure operational efficiency, L'Erbolario has integrated its ecommerce infrastructure with PIM (Product Information Management) and DAM (Digital Asset Management) systems, connected directly to the Shopify platform. This architecture enables automated content workflows, consistent product pages and centralised information updates. The result is more agile management, fewer manual errors and an improved online customer experience.

Thanks to these strategic choices, L'Erbolario remains a benchmark among natural cosmetics brands in Italy, with a digital model that combines sustainability, innovation and omnichannel presence.

Why Made in Evolve is the ideal partner for growing cosmetics brands

A Shopify Partner agency with experience in beauty and fashion

Made in Evolve is a certified Shopify Partner agency with a strong focus on cosmetics, skincare and fashion brands. We build high-performing, scalable ecommerce ecosystems for both emerging companies and established brands, offering advanced technical solutions and omnichannel digital strategies. We work with Shopify and Shopify Plus to build optimised, personalised shopping experiences aligned with new consumer behaviours.

In the cosmetics sector, every brand has a unique identity. That's why every one of our projects starts with in-depth strategic analysis, allowing us to design tailor-made solutions for catalogue structure, brand voice, conversion funnel and customer journey.

Advanced integration across Shopify, PIM, DAM, ERP and management systems

A beauty ecommerce catalogue requires rapid updates, consistent product pages and centralised multi-channel management. Made in Evolve builds architectures that integrate Shopify with systems such as PIM (e.g. Akeneo, Pimcore), DAM (e.g. Bynder, Contentserv), ERP and internal management software. Our integrations allow data, variants, images and availability to be synchronised in real time.

Thanks to our custom middleware, we design intelligent workflows for the complete automation of product publishing, reducing manual errors, streamlining internal processes and speeding up time-to-market across multiple channels (shop, app, marketplace).

Optimised funnels and marketing automation for beauty ecommerce

Beyond technical development, we support beauty brands in optimising the ecommerce funnel and building customer loyalty. We implement marketing automation strategies with platforms such as Klaviyo, HubSpot and API-ready tools, creating email and SMS workflows and personalised campaigns based on behaviour and purchasing preferences.

We focus on real performance: conversion rate, user experience, site speed, segmentation and increased Lifetime Value. The result? More sales, more loyal customers and greater control over your beauty ecommerce's strategic KPIs.

Request a consultation or a personalised demo

Want to scale your brand in the digital world? Made in Evolve is the ideal partner for cosmetics brands that want to grow in a sustainable, technologically advanced way. We support you at every stage: from analysis to platform build, through to post-launch management and continuous optimisation.

Request your free consultation now to discover our Shopify projects integrated with PIM, DAM and marketing automation systems. Let's build an ecommerce ready to grow, together.

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