Italians are investing more than ever in their personal appearance, with an estimated €24 billion spent each year on face, body, and hair care, according to Skineko, the Italian Association of Dermatologists.
This spending encompasses everything from high-end cosmetic treatments and salon visits to a variety of grooming products, marking a steady increase in Italians’ dedication to self-care.
In 2023, the average Italian household spent roughly €929 on beauty and self-care. Just the category of “cosmetics”—including hygiene products, skincare, haircare, and fragrances—amounted to €12.5 billion, a 31.5% rise over the past decade. Forecasts for 2024 indicate a further increase, with this sector expected to reach €13.5 billion, an 8% year-on-year rise.
Haircare alone commands over €1 billion, with Italians dedicating nearly €9.8 billion to trips to hair salons, averaging around €380 annually per household. Hair loss remains a prevalent issue, with 80-85% of men and 35-40% of women facing challenges, while alopecia affects approximately 44% of Italian men.
This rise in self-care spending underscores a national commitment to beauty as an integral part of well-being, reflecting both evolving beauty standards and a deep-seated cultural value placed on personal grooming.