Top 50 Beauty & Wellness brands in Italy
This curated ranking covers the 50 largest beauty & wellness brands in Italy, ordered by estimated audience size from Rascasse's anonymized search-behavior signals. Out of 1,245 beauty & wellness brands tracked in Italy, the 50 ranked here account for the largest measured audience reach. Beauty, Cosmetics and Fragrances lead the list with a combined estimated audience of 81,465,020 people. Across all 50 entries the average audience size is 8,561,565, and the largest, Beauty, reaches around 35,585,737 people in Italy. Audience size is the estimated number of unique people in Italy who actively engage with each beauty & wellness brand, derived from search demand signals. Rankings reflect search-behavior signals collected across Italy and are refreshed weekly.
Ranking
| Rank | Name | Audience size | Country share | Subtype | Category |
|---|---|---|---|---|---|
| 1 |  Beauty |
35,585,737 | 4.8% | Beauty | Beauty & Wellness |
| 2 |  Cosmetics |
27,137,850 | 4.3% | Cosmetics | Beauty & Wellness |
| 3 |  Fragrances |
18,741,433 | 5.2% | Fragrances | Beauty & Wellness |
| 4 |  Spas |
18,667,785 | 4.7% | Treatment | Beauty & Wellness |
| 5 |  Hair products |
18,365,326 | 4.0% | Hair | Beauty & Wellness |
| 6 |  Beauty salons |
16,505,672 | 3.8% | Treatment | Beauty & Wellness |
| 7 |  Skin |
14,213,091 | 4.0% | Skin | Beauty & Wellness |
| 8 |  Hairstyle |
13,528,223 | 4.8% | Hairstyles | Beauty & Wellness |
| 9 |  Hair care |
11,188,027 | 4.9% | Hair | Beauty & Wellness |
| 10 |  Skin care |
10,799,396 | 3.8% | Skin | Beauty & Wellness |
| 11 |  Nail art |
8,207,307 | 5.7% | Nails | Beauty & Wellness |
| 12 |  Tigotà |
8,113,242 | 98.5% | Groceries | Beauty & Wellness |
| 13 |  Manicure |
7,873,444 | 5.4% | Nails | Beauty & Wellness |
| 14 |  Hair coloring |
7,729,855 | 5.0% | Hair | Beauty & Wellness |
| 15 |  Permanent makeup |
7,382,177 | 6.4% | Cosmetics | Beauty & Wellness |
| 16 |  Pedicure |
7,375,181 | 5.7% | Nails | Beauty & Wellness |
| 17 |  Shampoo |
7,347,670 | 4.1% | Hair | Beauty & Wellness |
| 18 |  Anti-aging cream |
7,281,903 | 4.8% | Skin | Beauty & Wellness |
| 19 |  Nail polish |
7,166,844 | 5.7% | Nails | Beauty & Wellness |
| 20 |  Eyelash |
7,139,397 | 4.7% | Cosmetics | Beauty & Wellness |
| 21 |  Artificial nails |
7,081,558 | 6.5% | Nails | Beauty & Wellness |
| 22 |  Laser |
6,965,957 | 7.9% | Treatment | Beauty & Wellness |
| 23 |  Smile |
6,875,482 | 4.5% | Beauty | Beauty & Wellness |
| 24 |  Hair removal |
6,855,746 | 5.4% | Hair removal | Beauty & Wellness |
| 25 |  Natural skin care |
6,605,503 | 4.2% | Skin | Beauty & Wellness |
| 26 |  Eyebrow |
6,539,931 | 4.2% | Cosmetics | Beauty & Wellness |
| 27 |  Health And Beauty |
6,280,353 | 6.0% | Beauty & Wellness | |
| 28 |  Hygiene |
6,233,824 | 4.2% | Body | Beauty & Wellness |
| 29 |  Nail salon |
6,155,777 | 5.5% | Nails | Beauty & Wellness |
| 30 |  Waxing |
6,022,212 | 5.4% | Hair removal | Beauty & Wellness |
| 31 |  Day spa |
6,007,221 | 7.6% | Treatment | Beauty & Wellness |
| 32 |  Hair conditioner |
5,964,450 | 4.5% | Hair | Beauty & Wellness |
| 33 |  Makeup Tutorials |
5,629,760 | 4.8% | Cosmetics | Beauty & Wellness |
| 34 |  Lipstick |
5,606,057 | 4.0% | Cosmetics | Beauty & Wellness |
| 35 |  Long hair |
5,482,835 | 5.0% | Hairstyle | Beauty & Wellness |
| 36 |  Eyelash extensions |
5,344,625 | 4.4% | Lashes | Beauty & Wellness |
| 37 |  Manicure & Pedicure |
5,299,932 | 7.2% | Nails | Beauty & Wellness |
| 38 |  Shellac |
5,292,555 | 8.1% | Nails | Beauty & Wellness |
| 39 |  Body art |
5,137,691 | 4.5% | Body | Beauty & Wellness |
| 40 |  Shower |
5,019,862 | 5.9% | Body | Beauty & Wellness |
| 41 |  Mascara |
4,981,061 | 4.5% | Cosmetics | Beauty & Wellness |
| 42 |  Lip |
4,861,675 | 4.0% | Beauty | Beauty & Wellness |
| 43 |  Lip gloss |
4,813,592 | 5.5% | Cosmetics | Beauty & Wellness |
| 44 |  Eye liner |
4,807,554 | 4.3% | Cosmetics | Beauty & Wellness |
| 45 |  Eye shadow |
4,740,562 | 4.1% | Cosmetics | Beauty & Wellness |
| 46 |  Odor |
4,740,359 | 4.3% | Body | Beauty & Wellness |
| 47 |  Keratin |
4,737,592 | 4.5% | Hair | Beauty & Wellness |
| 48 |  Hair straightening |
4,698,401 | 3.9% | Hair | Beauty & Wellness |
| 49 |  Make-up artist |
4,498,551 | 4.3% | Cosmetics | Beauty & Wellness |
| 50 |  Hair dryer |
4,448,022 | 4.3% | Hair | Beauty & Wellness |
Frequently asked questions
How is this Top 50 list compiled?
Rascasse aggregates anonymized search-behavior signals across Italy and ranks each beauty & wellness brand by its estimated audience size. Only entries with at least 5 measured entities are listed.
How often is the list updated?
The ranking is refreshed weekly from the latest search-behavior data and re-published as a static page.
What is the largest beauty & wellness brand in Italy?
Beauty currently leads with an estimated audience of 35,585,737 people in Italy.
Methodology
Audience sizes are estimated from anonymized search-behavior signals across Italy. Lists below 5 entries are not published. See methodology for full details.