Italy is internationally renowned for many things: the delicious food, the beautiful cities and beaches, the vast history, the list goes on. The term “Made in Italy” has become synonymous with quality in the minds of consumers worldwide for decades. This is partly due to the reputation it has sustained through establishing itself as a destination for quality manufacturing across all industries including fashion, automotive, and more recently, beauty.In recent years, many US-based beauty brands have shifted at least some of their manufacturing for many of their cosmetic products to Italian labs and cosmetic factories including rhode, Rare Beauty, Tower 28, and more. But why the sudden change? What is drawing these companies to change the location of their production to Italy specifically? According to Cosmetica Italia, the National Association of Cosmetic Companies, "67 % of the makeup consumed in Europe is produced by Italian companies, globally it reaches 55%." As the third-largest economy in Europe and eighth largest in the world, the exports that Italy is known for are one of the main contributors to their success.The beauty industry is booming in Italy, as exemplified by the well-attended beauty convention Cosmoprof in Bologna, which recently wrapped up its 55th edition hosting over 248,500 attendees from 150 countries. A recent report from Cosmetica Italia following the event affirmed that pre-Covid levels of growth have been surpassed, confirming that the industry in Italy grew by 13.8% in the fiscal year 2023, with exports alone increasing by 20.2%.