In an ever-competitive beauty landscape, there are creams, lotions, and serums that meet every need—including those you didn’t even know existed. From firming to hydration, to clearing and purifying, beauty brands have put in work to create a fountain of youth.
And not to be outdone by their Asian counterparts—who have reimagined the beauty landscape with K-Beauty and J-Beauty—the Italians have put an emphasis on quality skincare and haircare products in a bigger way than ever before.
To champion these efforts, the Italian Trade Commission (ITC) has partnered with Cosmetica Italia to launch “Beauty Made in Italy,” a new program designed to promote the awareness, availability and excellence of Italian beauty products and brands in the U.S. The program positions I-Beauty brands into three different tracks, based on their experience in the U.S. market: Business Incubator, Brand Accelerator and Italian Beauty Council.
What is I-Beauty? According to ITC, it is the ultimate beauty regimen, built on a foundation of high-quality ingredients, innovative formulations and luxurious products. And much like the Italians have blazed trails on fashion runways for years, the “Beauty Made in Italy” program proves they know a thing or two about skincare too.
Four brands currently make up the Brand Accelerator track, and below we share some of the must-have products that you should incorporate into your beauty regimen now.
Perlier Shea & Argan Nourishing Soufflé for Face and Body
Perlier’s new bath and body line, Shea & Argan, is a luxurious collection derived from 100 percent certified organic Shea Butter and Argan oil, providing immediate nourishment to the skin with regenerating and anti-aging properties that improve the appearance of collagen and diminish the look of wrinkles. The Nourish Soufflé delivers intense hydration while improving skin’s elasticity. $55, available at perlier.com or hsn.com
Skin & Co Roma Truffle Therapy Whipped Cleansing Cream
Founded in 1952, Skin & Co Roma is a family-owned business that has made waves with their Truffle Therapy collection, harvested on the family’s own truffle farms, visited by celebrities including Oprah Winfrey. And if Oprah isn’t enough to convince you, allow us to explain: the Truffle Therapy Whipped Cleansing Cream is made with Pure Truffle Extract and Almond Oil, renewing dry and dull skin while providing extra care to sensitive skin. $35, available at ulta.com
Herbatint Hair Color Gel
Don’t think I-Beauty is all about the skin. Herbatint has revolutionized hair coloring with their Hair Color Gel, enriched with eight organic herbal extracts that nourish and protect the hair and scalp. Available in 36 shades, you can find your ideal color by selecting a single color or you can create your own unique look by blending shades. $17.99, available at usa.herbatint.com or in-store at Whole Foods
GAMA Pluma Ion Hairdryer
The leading Italian manufacturer of professional hair care tools that are sold globally, GAMA is a hair drying game-changer. The brand’s Pluma Ion Hairdryer is lightweight and powerful with 2400W of power for high-speed drying, combined with its ionizer that emits negative ions, neutralizing the positive charge accumulated on the hair. In other words, it will leave your hair looking shiny and feeling soft and silky. Available at gamaprofessional.com