Italian Beauty Is Having a Major Moment—My Favorite Products That Scream Bellissima

From Milan to Rome.

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Last updated In Buying Guides
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With its timeless charm and unparalleled elegance, Italian beauty has emerged as one of the internet's biggest fixations when it comes to beauty inspiration. From the shores of the Amalfi Coast to the vistas of Tuscany, Italy captivates with its diverse cultural richness and the effortless style and influence of its people.

"Italy is the biggest global producer of cosmetic products," states Italian beauty expert Jenna Curcio, who heads up marketing and press for Espressoh, one of our favorite brands from the country. "U.S. brands often want their makeup products produced in Italy because the 'Made in Italy' label is extremely sought-after due to its association with quality." We asked her why this part of the world's mark on beauty is so significant. "Italian beauty can be defined pretty succinctly: It's simple yet bold," Curcio answers. "Italians love to keep their everyday routine pretty basic, but they'll add a touch of creativity or boldness. Whether that's through a red lipstick or a fun eye shadow or highlighter, they tend to focus on one area at a time. Their base routine is usually kept very simple. Although, this differs from region to region."

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"Dating back to Ancient Rome, women in Italy wore makeup on a regular basis," Curcio reminds me. "These performed acts of femininity have obviously evolved over the centuries but are still prevalent in today's culture." She tells me that the use of natural ingredients from the Italian landscape is something that has also withstood the test of time. In Italy, Curcio explains that beauty has always held some level of sociopolitical context in one way or another. Makeup plays a huge part in the perception of women (or anyone who wears makeup) in today's Italian culture.

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Whether you want to look like Sophia Loren, with her bold, black eyeliner, or an It girl from Rome, Italian beauty continues to inspire the way we create our current beauty looks. Below, I'm sharing 24 beauty products to help you create a look that screams bellisima. Keep scrolling!

Our Favorite Italian Beauty Products

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Skincare

Makeup

Fragrance

Hair

Wellness

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How to Emulate Italian Beauty

"In my opinion, the 'Italian touch' is not so much about a single technique as it is about a philosophy: looking [good] without appearing overdone," says Tommasi. "The goal is to enhance what is already there rather than transform it." Her tips? Focus on your skin and personalize your makeup routine—try not to follow trends (unless you want to).

  • Put skin first: "Healthy and radiant skin is valued more than heavy coverage," says Tommasi. Italians keep things simple, she says—moisturizer and SPF are usually all you need. When it comes to makeup, the desired result is a natural, your-skin-but-better finish. "A diet with real and natural foods, water, and exercise also plays an important role in this," she adds.
  • Personalize your routine: "Italian makeup is designed to highlight a person’s best features," says Tommasi. She explains that most Italian women want a simple look that can transition from day to night with little fuss. "For every day, Italian women wear lightweight foundations or skin tints, just a touch of blush and contouring, [and] no dramatic contouring," she explains. For "Italian" eyes, swipe a thin line of eyeliner or smudge out your eyeliner for a whisper of smoke. Brush your brows with gel to keep them looking natural, and reach for a rosy or nude lip liner with gloss. "And a touch of fresh and elegant perfume to complete the look," she finishes.