Italian beauty trends: bodycare ritual and Pilates Glow makeup surge

This summer Italy’s beauty market is seeing two fast‑growing trends. Bodycare, once a brief post‑shower habit, is being marketed as a holistic ritual that mirrors facial skincare. Brands are adding actives such as hyaluronic acid, retinol, peptides and antioxidants to lotions and oils, promoting “Metabolic Beauty” that links skin health to internal hormonal and metabolic balance.

At the same time, the “Pilates Glow” makeup look is gaining popularity. Inspired by the radiant complexion of celebrities like Hailey Bieber after Reformer Pilates sessions, the trend focuses on a dewy, sweat‑kissed finish. Makeup artist Valentina Rodella advises a prep routine that includes exfoliating pads, hydrating serums and sunscreen, followed by a lightweight foundation applied only where needed to preserve the natural glow.