10 skincare brands Made in Italy to discover Green formulations, transparency and inclusivity are the basis of these Italian beauty brands

With the arrival of the pandemic and the succession of months in lockdown, many of us have left make-up products in the drawer, revealing their natural skin in the mirror. The pandemic has certainly changed the relationship with our skin, no longer hidden by layers of concealer and foundation, but free to breathe with the right skincare. It is therefore no coincidence that in recent months the skin care brands have registered an increase in sales and, if until some time ago the trend was to religiously follow the 10 steps of Korean skin care, today the law of less is more.

The most interesting brands of the moment are made in Italy, cruelty free, vegan and with eco-friendly packagings, and are often founded by young women. Transparency is the key word for the success of these brands. Until a few years ago, most junkie make-up would not have been able to distinguish between hyaluronic acid and salicylic acid, today thanks to houses like Deciem - which have based their success on the marketing of pure active ingredients in low cost bottles - and all 'commitment to disclosure of beauty influencers, the INCI of a product is no longer a mystery. It is clear that even in this field of aesthetics the trend is turning towards self-acceptance and inclusiveness. The unrealistic whiteness of the planed skins of the Korean girls and the fake bonne mine allure of the American IT girls are no longer acceptable standards and it is no coincidence that this awareness is born in the middle of a pandemic, when living with the imperfections of one's body and one's own face becomes an almost vital need. Did our way of understanding beauty change forever?

HONIEH BEAUTY

Florena Skincare offers the quality of made in Italy through vegan formulas that ensure a minimum of 99.46% of ingredients of natural origin in its products, from serums to masks, from face creams to oils. All packaging - including jars and bottles, and excluding caps only - is made from 100% recycled and recyclable plastic and the paper packaging is made up of at least 75% recycled paper.