Beauty and personal care e-commerce in Italy - statistics & facts

In 2023, nearly one in three Italian shoppers put beauty products in their online shopping carts, making this B2C e-commerce segment worth roughly 1.3 billion euros that year. The beauty category attracts mainly consumers from the millennial generation, with a striking gap between the two genders in favor of female consumers.
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Published by Xin Ou, Dec 17, 2025

Key insights

B2C e-commerce purchases in the beauty and cosmetics segment
***bn EUR
Net sales of notino.it
*****m USD
Unique monthly visits to sephora.it
***k

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Current statistics on this topic

Revenue in the e-commerce market for different segments Italy from 2019 to 2029 (in million U.S. dollars)

E-Commerce

Revenue in the e-commerce market Italy 2019-2029

E-commerce revenue in Italy in 2023, by category (in billion euros)

Key Figures of E-Commerce

E-commerce revenue in Italy 2023, by category

Leading fashion and beauty shopping apps in Italy in 2024, by number of downloads (in 1,000s)

Online Retail

Most downloaded fashion and beauty apps in Italy 2024

Recommended statistics

Market overview

5

Market overview

Leading retailers

5

Leading retailers

Consumption

7

Consumption

Beauty apps

4

Beauty apps

Spotlight: Amazon beauty trends

6

Spotlight: Amazon beauty trends

Further reports

Get the best reports to understand your industry

Cosmetics market in Europe
Cosmetics market in Europe
Cosmetics market in Italy
Cosmetics market in Italy
Skincare and make-up in Italy
Skincare and make-up in Italy
Beauty and personal care e-commerce worldwide
Beauty and personal care e-commerce worldwide
Amazon beauty
Amazon beauty
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