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I’ve decided to tell you all about the best makeup brands in the world, and the first guide in this series will be about the best Italian makeup brands. I am passionate about finding new makeup companies, and feel like I’ve hit a jackpot whenever I come across indie and small makeup brands I had never heard of, like Polish makeup brands or Spanish makeup companies.
There are lots of makeup brands in Italy, and since I lived in Rome for a year, I have had all the time in the world to discover those I didn’t already know from my time as a makeup artist.
So today, we’ll talk about all the best Italian makeup brands, from the most expensive makeup brand (spoiler alert, it’s Gucci Beauty) to stunning Italian lipstick brands like Neve Cosmetics or Nabla.
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15 Best Italian Makeup Brands From Eyeshadow To Lipstick
While I lived in Rome, it’s true that I didn’t buy a lot of makeup. I spent a few months living in a hostel and freelancing before I actually found an apartment, and although I’ve always been fascinated by Italian makeup brands and cosmetics, I just didn’t have the space to get some new makeup – except from one of the cheapest makeup brands in Italy, Wycon Cosmetics, which provided some excellent waterproof gel eyeliners more times than I can count.
Today, you’ll discover here all the best makeup brands in Italy, from Wycon Cosmetics to Nabla Cosmetics, Gucci Beauty, and even – one of my ultimate faves – Bottega Verde. Let’s get on!
Best Italian Makeup Brands: Bottega Verde
I first came across Bottega Verde in the Termini station in Rome, since the Italian cosmetics brand has a shop there, well-furnished from makeup to skincare and body care. Established in 1972 in Pienza, Bottega Verde offers some really clean makeup of the kind you wouldn’t find in shops like Kiko Milano or MAC Cosmetics.
I have to say the Bottega Verde makeup is pretty simple; nothing too exciting except when limited edition collections arrive seasonally. I’ve personally gotten only lipgloss from Bottega Verde, which was a stunning peach color and I held on to it for the longest time. If you’re looking for clean makeup, Bottega Verde is definitely one of the best Italian makeup brands for you.
I, on the other hand, prefer using their haircare products – the Semi di Lino hair oil is a treat for curly hair, and leaves them nourished, supple and shiny. In the Bottega Verde makeup collection, you’ll find everything you need from lipstick to eyeshadow though, so it’s always a good address to have in mind if you need something classic in terms of makeup.
Best Makeup Brands in Italy: Wycon Cosmetics
Say what you will, one of the best Italian makeup brands will always remain Wycon Cosmetics in my opinion. This is kind of the equivalent of Kiko Milano, which has a more fun approach to makeup and color – that makes Wycon Cosmetics one of my favorites.
Wycon Cosmetics is one of the newest makeup brands in Italy since it was established in 2009. We’re talking about very affordable makeup and fun cosmetics collections that feature The Simpsons and other TV Shows and social media stars.
I first came across Wycon Cosmetics a few years ago online while looking for a good liquid matte lipstick, but once I moved to Rome, I would almost only visit the Wycon Cosmetics makeup shop on Via del Corso for their stunning waterproof eye pencils, some of the best I’ve ever tried.
Best Italian Makeup Brands: Mulac Cosmetics
Mulac Cosmetics was one of the first makeup brands in Italy established by an influencer; created in 2014, it offers a whole makeup line that ranges from premium quality lipsticks to incredibly pigmented eyeshadow palettes.
The birth of Mulac Cosmetics on the Italian makeup scene was especially important back in 2014, as it was the first time that an Italian YouTuber created a makeup brand; La Cindina answered a real need for truly pigmented and beautiful Italian cosmetics.
Mulac Cosmetics is probably one of the most famous Italian makeup brands abroad, especially given the high performance of the products, and the affordable to medium price range.
Today, the Italian cosmetics brand doesn’t only offer eyeshadow palettes, lipsticks, and foundation; in addition to color makeup, you’ll find in the Mulac Cosmetics range haircare, skincare, and very affordable – yet high-quality makeup brushes.
Best Makeup Brands in Italy: Espressoh
Espressoh is one of the newest makeup brands in Italy; created in 2018, it dominates the Italian cosmetics scene with very simple, true-to-Italy makeup products. You’ve got everything you need in the Espressoh range, from eyeshadow palettes to lipsticks, concealers, foundations, and blushes.
The real thing about Espressoh is how authentic to Italian makeup culture it is; nudes and smoky eye products, beautifully pigmented lipsticks, and very affordable prices considering the high quality of the Espressoh makeup brand.
With such a name, you’d wonder where coffee comes into play; Espressoh is literally inspired by Italian coffee, and even their Aroma lipstick, one of the bestsellers of the Italian makeup brand, is crafted with Coffee Arabica seed oil.
If you’ve been here before, you know I’m a coffee addict, from coffee scented candles to working in cafes, and there’s literally nothing better than finding Italian makeup brands that have such a strong focus on coffee.
Best Italian Makeup Brands: Neve Cosmetics
I first came across Neve Cosmetics a few years ago, right before becoming a certified makeup artist, and it is still in my eyes one of the best Italian makeup brands you can find. You’ve got something really pure about this mineral, organic, natural makeup brand, which focuses on vegan makeup and cruelty-free products.
Some of the products that helped Neve Cosmetics rise to fame are their tremendously pigmented eyeshadow palettes, loose eyeshadows, and creamy satin lipsticks. I have owned so many of the Neve Cosmetics duochrome eyeshadows that I think I had almost the entire collection at some point; they’re that great.
But I still have to say that if Neve Cosmetics is one of the best makeup brands in Italy – and in the whole world, it is because none of their makeup and cosmetics products will ever let you down.
One of the highlights of the brand is actually their product Rugiada per Makeup, which I have used for years to blend eyeshadows and turn them into super pigmented, colorful, and metallic eyeliners. It’s really hard to find Italian lipstick brands that offer makeup products of this quality, and if you get the chance, do try their eyeliners and lip liners as well.
Best Makeup Brands in Italy: Kiko Milano
Kiko Milano is one of the most international Italian makeup brands, and since its creation in 1997, it’s definitely taken the world by storm with really high-quality makeup at affordable prices. I mentioned Kiko Milano when I talked about Wycon Cosmetics; between the two, I would definitely choose Wycon Cosmetics because of its more fun approach to color.
Over the years, Kiko Milano is one of the makeup brands in Italy that has grown from a very affordable makeup company to offering all kinds of cosmetics; skincare included. The prices have followed, especially the limited edition collections; a Kiko Milano highlighter can easily reach €18 to €20.
Although the prices of Kiko Milano have drastically gone up, it’s safe to say it is still one of the best Italian makeup brands in the world, and the brand has now stores across the globe. Some makeup products to try from Kiko Milano include their stunning double-ended lipsticks, lip glosses, and Pro nail polishes – some of the best you’ll ever try.
Best Italian Makeup Brands: Diego Dalla Palma
Diego Dalla Palma Milano is one of the most expensive makeup brands in Italy, and it offers absolutely stunning high-performance cosmetics. True to Italian culture, Diego Dalla Palma offers really pigmented yet subtle makeup products, from eyeshadow palettes to carefully crafted lipstick colors.
It’s safe to say it is one of the best Italian makeup brands, and while Diego Dalla Palma has a strong focus on makeup, from eyeshadow to lipstick and foundation, it is also one of the cosmetics brands that offer a haircare and skincare line.
If I had to compare Diego Dalla Palma’s makeup products to another brand, I’d probably choose Gucci Beauty, without a price tag so high that it becomes too exclusive. Today, Diego Dalla Palma is one of the most famous makeup brands in Italy, and its cosmetics are sold worldwide.
But aside from their classic makeup looks, the seasonal collaborations carried out by the Italian cosmetics brand are colorful, and really something you’ll want to focus on if you’re looking for new, different makeup products.
Best Makeup Brands in Italy: Nabla Cosmetics
One of the very best Italian makeup brands in my opinion – and that of the brand’s worldwide followers – is Nabla Cosmetics. Born just a few years ago, the brand has jumped on the social media trends and Mr. Daniel Makeup, Nabla Cosmetics’ founder, has diffused into each of the products his knowledge and skill as a makeup artist.
Nabla Cosmetics will celebrate its 10th anniversary in 2023, and while it is one of the youngest Italian makeup brands in this guide, it is also the one that offers the most creative colors and textures.
As I was building my makeup artist kit, I cannot remember how many of the Nabla Cosmetics eyeshadows I bought, along with their stunning lip pencils and liquid matte lipsticks, which are still one of the bestselling products of the brand.
Whether you’re looking for multichrome eyeshadows, creamy matte lipsticks, or highly-pigmented eyeshadow palettes, Nabla Cosmetics is one of the only Italian makeup brands that keeps on giving. One of the only entirely vegan makeup brands in Italy as well, a true institution of Italian beauty.
Best Italian Makeup Brands: Deborah Milano
Deborah Milano is probably one of the most classic makeup brands in Italy, and you can find the brand in almost all the makeup shops in Rome, Milan, Bologna, and throughout the country. If you’re looking for excellent Italian lipstick brands, Deborah Milano is definitely one to look at, with stunningly pigmented lipsticks in all sorts of hues.
You can notably find the Deborah Milano makeup products in shops like Douglas or online, and it is, as I said, one of the most classic makeup brands in Italy – and known by quite everyone there. The prices are quite affordable as well, with lipsticks, blushes, and eyeshadows priced around €10-12 each.
Although Deborah Milano might not be one of the trendiest Italian makeup brands at the moment, it is still known for inventing the first automatic mascara in 1962, during its first year.
It’s a real symbol of Italian excellence and elegance, and what makes it also famous in the young Italian crowd is the countless collaborations Deborah Milano has going on, from Fiorucci to the worldwide famous Versace brand.
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Best Makeup Brands in Italy: Collistar
Collistar feels to me like one of the best Italian makeup brands, but outside of Italy, it seems to have an older crowd using the products. And that’s a shame, considering that Collistar makeup is highly pigmented, super high performance, and holds up its end of the deal every single time.
That’s one of the Italian makeup brands in which you’ll find lots of lipstick colors, eyeshadows, nail polishes, and more. I would compare it to Bottega Verde since Collistar also offers skin care, body care, and hair care products in addition to their makeup line.
The Italian cosmetics brand was established in 1983 in Milan, making it one of the oldest makeup brands in Italy, and the quality of the products has only gone upwards. All the Collistar products are made in Italy, and from the Impeccabile Mascara to the Unico lipstick, it keeps on giving some of the best makeup in Italy.
Best Italian Makeup Brands: Pupa Milano
Pupa Milano was born in 1975 and has quickly established its makeup products as those to have if you want to look elegant. All the makeup products are designed and made in Italy, and in my opinion, they reflect quite well the way Italian women behave and wear makeup.
A few of the iconic Pupa Milano makeup products would be their red lipstick, the I’m Matt lipstick in the shade True Red, along with the Vamp! eyeshadows and nail polishes. In addition, the Pupa Milano makeup kits are some of the most famous in the world, and this is one of the Italian makeup brands that are perfect if you’re looking for gifts to treat yourself or a close one.
While I would compare Pupa Milano to Deborah Milano in terms of vibe, it is clear that Pupa Milano is slightly more expensive and more elegant than fun Deborah Milano is. Still, an eyeshadow palette with really classic colors only retails for over €20, which is super affordable considering the fame and quality of Pupa Milano’s products.
Best Makeup Brands in Italy: WeMakeup
WeMakeup is probably one of the most underrated Italian makeup brands, and if you’ve never come across it, I’d say that’s a shame. The motto of the brand? Bond the highest Italian cosmetic quality with digital innovation. Indeed WeMakeup is one of the only makeup brands in Italy that focuses on relationships and collaborations with influencers and is very present on social media, like ClioMakeUp and Espressoh.
For some reason, the WeMakeup strategy reminds me greatly of 3ina, one of the best Spanish makeup brands, which follows roughly the same pattern. WeMakeup has some incredible makeup in store for anyone who raves about highly pigmented makeup products; from liquid matte lipsticks to creamy lip liners, eyeshadow palettes, and eyeliners.
You can literally order WeMakeup products from anywhere in the world, and the makeup is really high quality at standard prices that follow those of brands like Kiko Milano.
The Ever liquid matte lipsticks, Even lip liners, and AS eyeshadows are some of the most famous products of the brand, and I stand by the fact that it is one of the best makeup brands in Italy whether you’re looking for something subtle or are looking to build your makeup kit.
Best Italian Makeup Brands: PuroBio
I used to own a few of the PuroBio Cosmetics products while I was living in Paris, and felt it was an incredible makeup brand even if it focuses on organic makeup products. I usually try to use cruelty-free and vegan makeup brands, but it’s true that even in France, organic makeup brands still don’t have that good of a reputation.
Well, if you’re feeling the same way, you’ll be happy with PuroBio; this is one of the best Italian makeup brands for whoever would want pigmented highlighters, eyeshadows, and lipsticks. If you’ve got a skin condition and have to use mineral face makeup, PuroBio is also a brand you should take a look at.
Like Neve Cosmetics, you’ve only got mineral and organic pigments and waxes making the bulk of the PuroBio brand, with the difference that PuroBio Cosmetics is more muted, toned down, and elegant than Neve Cosmetics which focuses on young, fun makeup products.
Best Makeup Brands in Italy: ClioMakeupShop
Then we’ve got ClioMakeup, with its online shop ClioMakeUpShop, founded by the famous Italian YouTuber Clio. I have to say, while ClioMakeUp is indeed one of the best Italian makeup brands, it’s still quite unknown to the rest of the world. However, in Italy, the brand is sold in pop-up stores across the country, with stunning lipsticks, eyeshadows, and face products.
While the brand was actually born in 2008 in New York City, it emerged from the mind of an Italian influencer and beauty blogger, which explains why I’d include it in this guide to the best makeup brands in Italy.
Some of the most famous products include the mousse eyeshadow, the liquid matte lipsticks, and of course, the incredible foundation signed by ClioMakeupUp. The prices are quite affordable, albeit on the higher side, with almost every product priced around €15 – except for the foundation, priced at €28.50.
Best Italian Makeup Brands: Gucci Beauty
Gucci Beauty was only established in 2020, after the first launch of their makeup range in 2014 which didn’t attract the masses as much as the second collection did. You’ve got here the most expensive makeup brand in Italy if we’re not taking into account other international makeup brands.
With classic matte lipsticks priced at €43, and the Gorgeous Flora eyeshadow palette priced at €172, Gucci Beauty is definitely one of the most high-end Italian makeup brands. The launch is following the beautiful tapestry packaging, floral and feminine that Gucci has released in their perfume collection, and you’ve got here one of the best Italian cosmetics brands if you’re a premium makeup lover.
15 Best Italian Makeup Brands From Eyeshadow To Lipstick
There you have them, all the best Italian makeup brands. I definitely have my favorites; makeup brands you can only find in Italy like Wycon Cosmetics, and others that have since long started expanding their collections to the entire world like Neve Cosmetics and Collistar.
In any case, you have here lots of amazing makeup brands in Italy to try when you visit this stunning country. And since most of them are really affordable compared to shops like Sephora or MAC Cosmetics, you really have the possibility to have fun with their signature lipstick, eyeshadow, and nail polish colors!
Until next time!
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