“Italian beauty is built around enabling expression through qualitative products and inspiring combinations that might not seem obvious at first but open a world of possibilities for the customer,” says Schena. Giraudi simply says that Italian beauty takes a “less is more” approach, and it seeks to highlight a person’s natural skin. “In both Italian and American cultures, beauty is very important, and the love for skincare and makeup is deep-rooted, but the Italian approach is more minimalistic and timeless.” We see this in the Italians’ celebration of tradition, history, and the use of natural ingredients.

Schena agrees, finding that the main difference between Italian and American beauty is rooted in the approach to culture, with the Italians honoring tradition and Americans focusing more on trends. “[Italians] love to see people manifest their own visions and become part of a virtuous circle of creativity and inspiration that continuously drive [future trends].”