BolognaFiere Cosmoprof and the Italian Trade Commission (ICE/ITA) have identified Mexico as a key market for Italian cosmetics and fragrances in Latin America and have sent an invitation to Mexican entrepreneurs and industry professionals to attend Cosmoprof 2025.

In support of this initiative, the Italian Beauty Day event was organized to present Italian cosmetic products to Mexican operators, together with the promotion of the Cosmoprof Worldwide Bologna exhibition. This event highlights the excellence of beauty products made in Italy.

Alessandro Modiano, the Italian Ambassador to Mexico, attended the event and stressed that the beauty sector is a hallmark of Italian craftsmanship. He pointed out that Mexico has significant potential for cosmetics exports, thanks to its large market and its ongoing socio-economic development. This situation offers a substantial growth opportunity for Italian companies, especially in the premium segments where Italian products are known for their high quality, style and durability.

Several Italian brands are already present or looking to expand in Mexico. These include AlfaParf, known for hair and skin care products; GA.MA, a leader in hair care and grooming; MIA Cosmetics, a prominent player in makeup, skin care, fragrances and accessories; and MAISON PEONY, which focuses on niche and artisanal fragrances.

The event took place at the Ritz Carlton Hotel, one of the most prestigious locations in Mexico City, located next to the Torre Mayor, the tallest skyscraper in the country. About 180 operators, entrepreneurs and journalists were present, making the event a success.

Olga Gravela, director of the ICE office in Mexico City, indicated that Italian Beauty Day is part of the agency’s efforts to help Italian cosmetics companies enter the Mexican market while promoting Made in Italy beauty products.

She added that this initiative is particularly important given Mexico’s promising beauty market, which is characterized by a steady growth trend in imports. Italy has a competitive position as the fifth largest supplier to Mexico in key cosmetics segments, with a market share of 7.02%. It ranks third among European countries, after France and Spain.

The Italian cosmetics industry is strongly export-oriented. According to the annual report published by Cosmetica Italia in June 2024, the share of exports in the total turnover of the Italian cosmetics industry has doubled over the past twenty years, from 23% in 2003 to over 46% in 2023.

In interviews after the event, Fabio Franchina, Vice President of Cosmetica Italia, expressed his pride in the crucial role played by the Italian cosmetics industry in the global market, stressing the industry’s commitment to promoting Made in Italy products worldwide.

Francesca Maturi, Head of Business Development at Cosmoprof Worldwide Bologna, also stressed the importance of the event. With 55 years of experience, Cosmoprof is recognized worldwide as the most important platform for companies to do business and unveil new products. Maturi pointed out that the event serves as a B2B reference for the cosmetics industry, welcoming visitors from Mexico with open arms and ensuring that they have a fantastic experience.

The 2025 event will feature three concurrent exhibitions: Cosmo Pack, Cosmo Perfumery & Cosmetics and Cosmo Hair, Nail & Beauty Salon, opening on March 20, 2025. It will also attract personalities from the film and entertainment industry, with a remarkable increase in the number of visitors year-on-year, in addition to more than 248,000 visitors from 150 countries, including buyers and industry enthusiasts.

Furthermore, Cosmoprof, with the support of ICE, encourages Mexican participants to join the Buyer Program, which maximizes direct contact between buyers and exhibitors. The fair also helps companies expand their global business through fruitful B2B meetings, offering buyers personalized services to ensure a targeted and successful visit.

Maturi shared impressive statistics about the show, noting that their website receives over 3.5 million visits from different countries worldwide. With over 400,000 followers on social media and a global community of over 500,000 professionals, the event is also held in Miami and Las Vegas, in addition to Bologna, Hong Kong, Mumbai and Bangkok.

The article The Beauty of Italy and Cosmoprof give a nod to Mexico originally appeared in Newsweek en Español.

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