Data and Market Trends: Why Invest in the Beauty Sector
The Italian cosmetics market is experiencing steady growth and offers concrete opportunities for those looking to open or innovate a beauty center. The data is clear. The value of the Italian cosmetics market has reached €14.2 billion, marking an increase of +5.7% compared to 2024. This positive figure reflects the growing consumer focus on personal care, well-being, and technological innovation in beauty treatments. Beauty clinics have made a significant contribution to this growth, with a turnover close to €220 million in 2024, representing a +6.1% increase compared to 2023. This growth is also supported by exports, which in 2024 recorded an increase of 12%, reaching a value of €7.9 billion, with growth forecasts of 8.5% for 2025.
The segment of natural and organic cosmetics now represents 25% of the total cosmetics market, with a growth of 7.6% in 2023. Italian consumers are increasingly attentive to ethical, sustainable, and cruelty-free products, pushing beauty clinics to integrate these product lines into their services to stand out and build loyalty among a more conscious clientele. The adoption of cosmetics with claims of naturalness and sustainability has grown from 56.6% in 2019 to 63.9% in 2023, with a 32.3% increase in products that combine both features. This scenario paves the way for new, innovative services and treatments capable of meeting the evolving demands of the market.
Investing in a beauty center today means tapping into a rapidly expanding market, driven by structural trends and an increasingly informed, demanding, and value-oriented clientele. Offering natural and organic cosmetics allows beauty clinics to build a more ethical and responsible business model, increasing the average transaction value through direct product sales and creating a solid reputation based on shared values. This, in turn, fosters customer loyalty and positive word-of-mouth. The growing cosmetics sector points to a vibrant and dynamic market that rewards those who can embrace emerging trends and invest in innovation and sustainability.
Guide to Hi-Tech and Sustainable Investments for Beauty Clinics
To open or expand a beauty clinic, it is essential to invest in advanced technologies and eco-friendly equipment, while also taking advantage of the national Italian incentives available in 2025. To help you navigate this process, we have broken down the main aspects to consider into key points, accompanied by insights and practical advice.
- Advanced Aesthetic Technologies: Cutting-edge lasers, radiofrequency, and ultrasound devices allow for toning and rejuvenating results in just a few sessions. Investing in aprofessional laser will boost the attractiveness of the center by offering advanced services (hair removal, photo-rejuvenation, pigmentation treatments, etc.) with certified equipment.
- Sustainability: Focusing on low environmental impact devices and solutions is a strategic choice. Opt for equipment with energy-saving modes that maintain performance, and use recyclable packaging to meet the growing demand for eco-friendly practices from clients, while also enhancing the beauty clinic’s reputation.
- Management Software and Digital Solutions: A cloud-based management software specifically designed for beauty clinics helps streamline daily operations such as appointment scheduling, storing client records with digital signatures, loyalty programs (CRM), targeted promotional messaging, and inventory management. For example, some software solutions introduce innovative features such as interactive messaging for marketing campaigns and automated ordering from suppliers.
- Incentives and Grants: In 2025, numerous national incentives and regional grants are available to support entrepreneurship in the services sector, including the beauty industry. These tools represent a concrete opportunity to finance the opening, modernization, or digitalization of beauty centers. Among the main national opportunities are Invitalia, the PNRR and the Fondo Imprese Femminile. At the regional level, standout programs are available in Lombardy, Tuscany, Emilia-Romagna, Veneto, and Lazio, offering funding for the launch or upgrade of hi-tech beauty centers.
In particular, the Fondo Imprese Femminile is a national initiative (co-financed by the PNRR) aimed at female-led businesses, designed to bridge the gender gap in entrepreneurship. It provides non-repayable grants and subsidized loans for new projects up to approximately €250,000, with very high coverage rates (in some cases up to 80–90%). Although initial rounds of funding were quickly depleted, the fund has been refinanced, and in 2025 it represents a key opportunity for beauticians and female entrepreneurs in the beauty sector.
Estetista Cinica: From Blog to Beauty Spas
Estetista Cinica, the company founded by Cristina Fogazzi, is a prime example of an Italian brand that exploded thanks to online marketing and is now fully expanding “offline”. Starting out as an aesthetician and blogger, Fogazzi launched the VeraLab cosmetics brand in 2015, reaching over €70 million in revenue by 2023. Her success is built on creating an authentic, recognizable brand, with a direct and humorous tone that won over a large community through unconventional communication strategies.In 2025, with the support of private equity fund Peninsula Capital (which holds 30% of the company with an equity value of around €130 million), VeraLab has launched a strong offline expansion, opening three new flagship stores in Padua, Turin, and Bologna. This hybrid model(e-commerce, online community, and experiential stores) shows how a brand born on the web can successfully grow into a network of beauty stores in Italy.
Juneco: Medical-Aesthetic Clinics in Shopping Centers
Founded in 2017 in Milan, Juneco introduced aesthetic medicine and cosmetic surgery clinics into major shopping centers (such as CityLife in Milan) offering high-quality treatments in accessible, high-footfall environments. In just a few years, the brand opened 7 direct clinics across Northern and Central Italy, becoming the largest network of directly managed medical-aesthetic centers in the country.
Juneco’s model focuses on cutting-edge technologies, specialized medical staff, extended hours (7 days a week), and competitive pricing, making advanced treatments accessible to a broader clientele. This national growth drew international attention: in 2024, European group Faceland( a market leader in the Netherlands, Belgium, Germany, and Switzerland) acquired a majority stake in Juneco to enter the Italian market. The deal, backed by Belgian investment fund Verlinvest, expanded the combined network to over 50 clinics across Europe and established Juneco/Faceland as a pan-European platform for aesthetic medicine.
The strategic plan includes new clinic openings under both the Juneco and Faceland brands in Italy, leveraging international synergies and the leadership of Italian CEO Claudio Poggio to accelerate expansion.
No+Vello: The Spanish Franchise That Revolutionized Hair Removal
Founded in Spain in 2007, No+Vello (No Mas Vello) has become a global reference point in photoepilation and laser treatments thanks to an innovative and accessible business model. Entering the Italian market through franchising, the brand quickly gained traction with a simple formula: a fixed price of €39 per treatment area combined with advanced technology, making professional treatments highly accessible.In just over a decade, No+Vello has built a widespread presence: today, it boasts over 180 centers across Italy. Globally, the brand has surpassed 600 centers in 15 countries, with more than one million clients served, proof of a business format that can be successfully replicated on a large scale.The Italian expansion has been driven by continuous support for franchisees. The company provides partners with patented equipment (such as the Fusion technology, which combines diode laser and IPL) and a turnkey business model, requiring a relatively modest investment, with an average annual turnover per center of around €140,000.
