Discover the future of beauty: Innovations and surprises from Cosmoprof 2025!

This year’s Cosmoprof Worldwide Bologna showcases the evolving landscape of the cosmetics industry with new trends in innovation and sustainability taking center stage.

The 56th edition of Cosmoprof Worldwide Bologna, held in March 2025, concluded with remarkable participation, featuring over 3,000 exhibitors and 10,000 brands from 65 countries. Italian brands made a significant mark, representing 22% of the total exhibitors, highlighting the impressive growth of ‘Made in Italy’ within the cosmetics sector. The event spotlighted key themes of innovation and sustainability, signifying the industry’s shift towards ethical and responsible practices. New launches, such as Freevola’s debut and MeWe’s innovative makeup line, underscored the evolving consumer preferences for unique and eco-conscious products. Additionally, standout innovations in skincare and haircare, such as Comfort Zone’s rinse-free muds and Echosline’s vegan offerings, highlighted the industry’s commitment to environmental stewardship.

Significant presence of Italian brands

The Cosmoprof Worldwide Bologna 2025 saw a robust representation of Italian brands, which accounted for 22% of the exhibitors. This strong presence underscores the significant growth of the ‘Made in Italy’ brand in the global cosmetics arena. Italian brands are increasingly recognized for their quality and innovation, and their participation at Cosmoprof highlights their expanding influence in the industry. Their growth rate has outpaced the global average, reflecting a burgeoning interest in Italian cosmetic products that blend traditional craftsmanship with cutting-edge advancements.

Innovation and sustainability at the forefront

This year’s event placed a strong emphasis on innovation and sustainability, two pivotal themes driving the future of the cosmetics industry. From product formulations and ingredient sourcing to packaging and brand storytelling, every aspect of the supply chain is scrutinized for ethical and sustainable practices. The industry is increasingly aware of its environmental impact, with brands and consumers alike prioritizing eco-friendly solutions. This focus reflects a broader trend towards conscious consumerism, where ethical considerations influence purchasing decisions.

Freevola’s sensory journey in fragrances

A highlight of the event was the launch of Freevola by The First, a new fragrance brand that aims to create gourmand scents reflecting individual personalities. The brand debuted with six unique fragrances, each offering a sensory experience that combines sweetness and sensuality. Notable scents include “Oh Lily My Love,” with notes of coconut and vanilla, and “Milky Way,” reminiscent of childhood with milk and caramel undertones. Freevola’s collection captures the essence of personal expression through fragrance, appealing to consumers seeking individuality in their scent choices.

MeWe’s playful approach to makeup

Another intriguing debut came from MeWe, a new addition to Abaton’s family of brands. MeWe introduces practical and multifunctional makeup products with a playful aesthetic, emphasizing individuality and creativity. Their collections, characterized by names like “Shh,” “Boom,” and “Sbadabam,” feature vegan and cruelty-free lipsticks with adjustable effects. The brand’s philosophy, “A Cuor Leggero,” encourages self-expression through makeup, offering products like the “Magic Wand” foundation and “Transforming Cheek&Lip” blush, which adapt to various skin tones and provide a natural, luminous finish.

Innovative skincare solutions

Comfort Zone introduced innovative skincare solutions with their rinse-free mud line at Cosmoprof 2025. The standout “Osmotic Cream Mud” combines the effectiveness of traditional mud treatments with the convenience of a cream, providing a draining and firming action. Its magnesium salts and clay formula enhance circulation and reduce fluid retention, leaving the skin smooth and firm. Another noteworthy product, the “Jelly Mud of Recharge Me System,” offers a versatile gel-mud treatment that purifies and rebalances the skin without needing rinsing, ideal for both body and face care.

Echosline’s commitment to sustainability

The Pettenon Cosmetics Group’s Echosline brand presented its new vegan collection, “The Travellers,” emphasizing sustainable beauty. This line marks a significant step towards eco-conscious beauty solutions, featuring natural ingredients and eco-friendly packaging. It reflects a growing industry trend towards sustainable practices, addressing consumer demand for environmentally responsible products.

Volare’s innovative skincare with balsamic vinegar

Acetaia Leonardi expanded its skincare range with the “Hydralift” face cream, incorporating Modena’s Balsamic Vinegar IGP. This anti-aging and anti-pollution cream combines lightweight hydration with protection, utilizing hyaluronic acid and active rose damask bud water. It offers an effective defense against environmental pollutants and aging, showcasing innovative uses of traditional ingredients in modern skincare.

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