Belissima: Four Italian Beauty Trends
*Article from Lexington Line Spring/Summer 2024 issue, pages 18-20
Check out the full issue here
Italians believe in being chic and elegant no matter the time or occasion. I studied abroad in Italy earlier this year and found that pharmacies and perfumeries scatter the streets of Florence and Rome, forming a central aspect of the culture there.
In America, people are more casual in their daily lives, sporting comfier outfits and placing less emphasis on having perfect hair and skin. Both cultures enjoy facial and body scrubs, body lotions, toothpastes, and nail care products, but Italians use these products to achieve a different aesthetic.
Generally, even though Italians seem to make their beauty routines more of a daily priority, they tend to prefer a more natural, clean, and simple beauty look. Here are four trends to consider if you’re looking for a dose of Italian panache.
Facial and body scrubs
In Italy, facial and body scrubs are typically homemade. some Italians swear by mixing sugar and honey, massaging it into the face, and then steaming the face until the mixture is absorbed into the skin.
Others believe that olive oil is the best ingredient for skincare products, as it is moisturizing and nourishing. Another traditional Italian facial scrub secret is mixing olive oil and sugar until it becomes a paste then rubbing it into the skin for 1-2 minutes before rinsing the skin with warm water and drying with a towel.
Body lotions
A popular Italian body lotion company is Ortigia Sicilia. Their body creams are popular, as they incorporate olive oil, which you’re probably now suspecting is a staple in Italian beauty culture. The lotions are made without silicone and SLS, and they are nickel- and paraben-free. Ortigia Sicilia is price-friendly; the lowest price point for a body cream is €16 ($17.34), and the most expensive is €52 ($56.37).
Ortigia Sicilia was founded by Sue Townsend, who told Marylebone Journal she began making scents in the gardens of San Giuliano, where she lived for some time with the family of my friends, the Marchese di San Giuliano.
Toothpaste
Just like in the U.S., pearly whites are essential to Italian beauty. In Italy, the most popular toothpaste brand is Marvis, and if you’ve never considered taking your toothpaste games to the next level, now might be the time.
Marvis toothpastes are imported from Florence and have been loved for generations all over Italy. The brand is known for its silver tubes, memorable typography, and innovative range of flavors that include Aquatic Mint, Ginger Mint, Cinnamon, Amarelli licorice, Sinuous Lily, and Earl Grey Tea.
The brand also sells mouthwashes, toothbrushes, and gift sets, and serious fans will often possess multiple flavors at a time and display them proudly. According to Joanna Czech, the idea behind Marvis is “to transform the simple gestures of every day into moments of pure pleasure.”
Nails
In Italy, women are mostly seen wearing very short naturally shaped nails. They often wear nail polishes in the colors nude, red, or black. According to a Vogue article “The Italian Manicure is the Pro Secret to Making Short Nails Look Longer,'“ nail techs are obsessed with Italian-inspired manicures.
Alex Teleki, a European nail artist, says in the same article, “You want to get as close to the cuticles without touching the skin, then paint a vertical line up the nail, leaving a small gap between the edge of the nail wall and the gel.”
Italians are also known for showcasing a nail style similar to the French manicure, except the white color to the side of the nail makes more of a “U” shape. Overall, Italians love wearing natural, clean, and simply-manicured nails.