I Asked 3 Italians to Share Their Beauty Secrets, and I'm Enlightened

What's not to love about Italy? It's a country that I (and my tastebuds) could never tire of. Having visited the Northern lakes and fallen in love with Rome, I've become obsessed with the Italian way of life. The cuisine, the elegant fashion and Italian lifestyle philosophies are admired around the world. Who wouldn't want to inject a little Italian flair into their lifestyle?

It feels like references to Italy are everywhere this summer. Latte makeup, the Mediterranean tomato-girl aesthetic, the upcoming launch of Prada beauty... It seems that Italy has got it going on right now. Whilst French women get a lot of airtime for their beauty routines and pharmacy skincare heroes, I wanted to dive deeper into Italian beauty rituals and find out exactly what is behind that "dolce vita" glow that Italian women have (spoiler alert: amongst other things, they do in fact credit their coffee and pasta, FYI). 

To find out the best-kept Italian beauty trends and tips, I asked three Italian women to share their beauty-routine rituals that are as essential to them as their morning espresso. Ahead, artist, photographer and stylist Rosanna Elettra; art director Federica Labanca and Chiara Cascella, founder of makeup brand Espressoh, share their tips.

1. A Coffee a Day to Glow Inside and Out

"Beauty in Italy isn't just a routine; it's 'la dolce vita', or 'the sweet life'. It's the laughter shared with friends over a long dinner, the time taken to enjoy a simple espresso, the joy in walking through a market to pick fresh ingredients. It's a connection to our roots, our history, and our land," says Rosanna Elettra.

With coffee being a huge part of Italian culture, it's no surprise that caffeine has made its way into the skincare routines of Italian women, too. "Coffee made with the good old Moka pot is the best way to start the day," says Chiara Cascella. "Including caffeine in your beauty routine is good too—caffeine is a well-known antioxidant for your skin. We have caffeine infused within some EspressOh products."

2. Skincare Rituals Passed Down From Nonnas and Mammas

"Italian beauty rituals are a delightful fusion of age-old traditions and contemporary innovations, a legacy passed down through generations as 'rimedi della nonna'," says Elettra, who emphasises how DIY skincare routines and rituals are passed down from grandmother to mother, and from mother to daughter.

"My mum really taught me how moisturising every day is the most important thing. She would apply body lotion every morning and night because, 'you have to tone!', she would say," notes Federica Labanca. "She also taught me the importance of eye cream and SPF, saying, 'Start young and you’ll thank me later.' I’ve been using SPF 50+ for over 10 years now, and funnily enough, I had a skin scan yesterday and it turns out I’m close to having no sun damage at all on my face."

When they're not topping up on their skincare favourites at Italian pharmacies (more on those beauty treasure troves ahead), you'll find that the Italians enjoy creating their own beauty treatments at home. "These cherished remedies often feature everyday, natural ingredients like olive oil, acacia honey, coffee, sea salt, and lemon, crafted into DIY masks and scrubs for skincare and haircare," says Elettra.

3. A Mediterranean Diet

Elettra attributes the Mediterranean diet—particularly olive oil—as one of Italian women's biggest skincare tips. "It's an Italian secret that goes back generations. We believe in nurturing the skin with what nature has provided us. Even the way we eat, embracing the Mediterranean diet—rich in fruits, vegetables, fish, and of course, olive oil—all contributes to that radiant glow that Italian women are famous for," she says.

Indeed, it's not just about what you eat, but how you eat. "It's a reflection of one's lifestyle, from the food one eats to the way one interacts with others. The gatherings in public squares and the lively discussions over meals all contribute to an understanding of beauty as a shared experience, enhancing not just the body but the soul," says Elettra. And the Italians are experts in what food is good for the soul, after all. "Eat pasta every day and pizza once a week," says Cascella. "Nowadays, we have so many gluten-free options for both, so no excuses!"

Of course, all that alfresco dining calls for adequate sun protection with a good SPF. "Sunscreens from Collistar, infused with moisturising antioxidants, are an essential part of the summer routine," says Elettra.

4. Expressing Yourself With Scent

"Fragrance? Oh, that's an art in Italy," notes Elettra. "It's not just about smelling good; it's about expressing who you are. Iconic fragrances like Acqua di Parma are crafted with love and tradition, capturing the essence of Italy in each bottle. Italy's rich heritage in perfumery offers world-renowned brands like Ferragamo and Armani, too. These fragrances balance freshness with depth, uniquely intertwining indigenous flowers like bergamot and jasmine."

5. Embracing Your Natural Hair

When it comes to haircare, the Italians embrace their crowning glory in all its magnificence. "Even in haircare, the emphasis is on nourishing treatments that enhance the hair's natural texture," says Elettra. "In recent years, Italians have become more attentive to hair products that are paraben- and silicone-free. Brands like Davines, known for its sustainable beauty practices and natural ingredients, or L' Erbolario, with its botanical-infused shampoos and conditioners, reflect this growing awareness and love for nature."

6. Stocking Up on Skincare in Italian Pharmacies

Whilst you may be well acquainted with the delights of French pharmacies, Italian "farmacias" deserve just as much attention. "Whenever I'm back home, visiting the local farmacia is a must. It's where I reconnect with all the best made-in-Italy products and feel the warmth of Italian beauty traditions," says Elettra.

Far from just a place where you pick up your prescription, Italian pharmacies are beauty emporiums. "They're filled with beauty products for everything you can think of," she says. "But what really sets them apart is how they cater to the personal touch. Need advice on the perfect shade of lipstick or a skincare routine tailored just for you? There's likely a cosmetologist in the house ready to assist you."

Italians also pride themselves on simple skincare routines, says Labanca. "Apart from eye cream, moisturiser and SPF, Italian beauty for me always revolves around keeping it simple," she says. "Both my mum and my grandma grew up only using water to wash their face and the most simple soap bar. This is why their skin is so stunning and our skin is increasingly more hungry for products. They were only using natural ingredients on their skin, we are feeding it creams, serums, vitamins, 10-step skincare routines."

As such, you'll find the same products used by all generations of women in Italy. "If I had to sum up my childhood in a scent, it would be Acqua Alle Rose by Roberts," says Labanca. "It’s something my grandma had in her cabinet, my mum always had in her cabinet, and I always have too. It also describes that really simple and gentle skincare routine my mum and grandma grew up with."

7. Less Is More When It Comes to Makeup

"The core of the Italian beauty ethos celebrates 'la bella figura', or the art of making a good impression. This phrase captures the essence of what defines Italian beauty: an effortlessly elegant appearance, the ability to carry oneself with confidence and grace, and the embodiment of individuality and personal style," says Elettra. "The Italian approach to beauty highlights simplicity and authenticity, focusing on good skin and quality ingredients. This ethos is mirrored in our culinary tradition, where less is often more, and the ingredients are the stars," she says.

This less-is-more ethos is what Cascella set out with when starting her makeup brand, EspressOh. "The sun-kissed look all year round is a must—that’s why EspressOh created Oh Sole Mio and Glassy. We love the sun in Italy, but protect our skin every day with SPF and give a natural glow with bronzer instead of the sun's harmful rays," she says.

8. Prioritise Your Wellbeing

Wellbeing is core to the Italian lifestyle (you might have heard of the saying 'dolce far niente', which embodies the joy in doing nothing), and this further supports the Italian beauty ethos. "We recognise the importance of natural, high-quality ingredients in both diet and skincare and see beauty as a direct reflection of overall health and wellbeing," says Elettra. "From ancient times, with influences from Arabs, Greeks and Romans, Italians have been attentive to their bodies, utilising fragrant ointments, oils, and even thermal baths," she says.

"It is not unusual for Italians to book thermal holiday retreats all seasons. Some of the most popular destinations are Terme di Saturnia, Terme di Montecatini and Terme di Sirmione near Lake Garda, where I like to go with my family whenever I visit them," says Elettra. Take this as your sign to incorporate wellbeing practices into your bathing routine to bring the spa home.

Next Up: Danish People Have Notoriously Impeccable Skin—4 Things They Do That We Don't