The latest skincare trend is...made in Italy Milanesi skincare, a new 100% natural cosmetics brand, is about to turn 1 year old

Alberto says that you need three ingredients to create a successful business, not just good products: madness, perseverance and optimism. Another one was needed though to create Milanesi skincare: a long lasting friendship with Antonella, the co-founder. He’s from Vicenza, she’s from Buenos Aires but they met in Milan which now it’s their second home. They love the city so much to follow their dream and start a new business project and dedicate it to Milan. As they like to underline, "being Milanesi” is a state of mind and, as every good metropolitan, everything about their brand has been carefully designed and every single detail taken into account.

What are the topics that have buzzed around in the sector this year?

Certainly "blue lights" and the importance of protecting our skin from any kind of pollution, which can also come from the screens that we look all the time. Another great trend was everything around the K-beauty world: this has had a very positive consequence, because everyone began to understand the need to spend the right amount of time in order to take care of their skin. Until a year ago it was simply “weird” thinking of doing two different steps to clean your face. 

What will be a beauty trend for 2020?

Surely even more attention when it comes to choose cosmetics with natural, vegan and organic ingredients, tested and certified. Consumers have become more and more careful: they read the INCI of the products, also thanks to special apps. Beauty has evolved following the tastes of women: we no longer wear the heavy make-up like in the '80s but we prefer a light and natural effect that therefore requires a perfect skin. That's why we also decided to offer a treatment with gold leaves, which you can do at home, for a really shiny skin! It’s also a perfect xmas gift idea.