The beauty industry is evolving in step with consumer trends and the new distribution channels created by the internet, globalisation and personalisation.

New retailers, e-commerce sites and digital platforms are entering the market to offer entertaining and personalised purchasing experiences. Beauty products are already among the most beloved non-essential goods and lend themselves to a purchasing experience that is increasingly driven by gratification rather than necessity.

Over the past few years this has produced new sales strategies that welcome consumers into a community, introducing them to a world where personalisation, carefully researched products and quality are considered absolute values. In this world, monthly subscriptions can be activated online, allowing the user to receive an assortment of products that meet certain criteria - such as sustainability, market novelty or limited edition - and share a common denominator: affordable quality.

These new formulas, which are seeing explosive international growth, offer new opportunities for the placement and expansion of any brand that wishes to catch the attention of a careful and loyal public, by focusing research on packaging, formulation, philosophy and performance.

In light of these tendencies, Cosmoprof - a company that has enjoyed a privileged vantage point for 53 years now - decided to work with Abiby, a made in Italy company, that has taken the international trend toward online beauty subscriptions for its own.

As part of Cosmoprof, Abiby will create a special beauty box in March 2020 that will include cutting-edge products, treatments and technology offered by the over 3,000 exhibitors present at the trade show, helping to highlight the must haves and the trends of the new year.

Founded in 2018 by two young Italian entrepreneurs, Mario Parteli and Luca Della Croce, Abiby adopts a subscription-based model through which customers can discover the latest additions to the world of beauty by receiving a beauty box offered at a competitive price. Each month a parcel is delivered to the customer's door with a surprise assortment of beauty products, carefully selected by Abiby in collaboration with internationally famous brands, exclusive makeup producers and niche brands in Italy. Abiby has already won over investors with its e-commerce and subscription-based beauty boxes. The platform recently announced a 1.5 million euro increase in capital and more investments are coming.

Want to get to know them better and activate new Business opportunities? Join us at Cosmoprof in Bologna from 12 to 16 March!