Italian beauty

'Italian Beauty' is a story devoted to Italian cosmetics.

A spectacular journey in time from its millenary origins to contemporary forms of cosmetics.

Two millennia of histroy to discover the key players and the evolution of the 'culture of beauty' so deeply-rooted in this country: from the hedonistic legacy of Rome to the traditions of medicinal herbs, from the experiments with alchemy during the renaissance to the industriousness of the late 19th century, from the boom of leading beauty-product industrialists.

The legacy of generations which is expressed today in the form of a constellation of brands able to blend the glamour of perfume associated with fashion houses with the most sophisticated skin-care technologies and an extraordinary sense of colour, something that makes Italian make-up unique. 'Italian Beauty' is a tribute to the individual and collective intuition of a country acknowledged as one of the most sophisticated 'beauty-product producers' in the world: a highly competitive industrial system which still associates the most futuristic technological aims with the traditional cures of its inherited craft know-how.