DEBORAH MILANO is a historic Italian cosmetics and makeup brand that has been a family business since 1903. It is a leading mass-market brand in Italy known for making fashion-inspired, high-quality makeup accessible and affordable for all women. The company was acquired by the Sodalis Group in 2018.

Brand Identity and Focus
Made in Italy Excellence:
The brand embodies Italian creativity, quality, design, and style, often collaborating with internationally acclaimed Italian designers for its iconic packaging.

“Democratisation of Aesthetics”:
Deborah Milano’s core mission is to make beauty and current fashion trends accessible to a wide audience of women at an affordable price point.

Innovation:
The brand has a history of innovation, including launching the first automatic wand mascara on the Italian market in 1962. The in-house R&D team continuously develops new, clinically tested formulations.

Target Audience:
The brand targets dynamic, independent, and trend-conscious women who want a polished look without sacrificing authenticity or being constrained by a hectic lifestyle.

Product Range
Deborah Milano offers a wide range of face, eye, lip, and nail products, as well as skincare lines under extension brands:
– Makeup: The core of their offering, including foundations, mascaras, lipsticks, and nail enamels, often inspired by the latest fashion trends.
– Skincare: Includes the Dermolab line (face treatments with patented active ingredients) and Deborah Bioetyc (natural formula skincare).
– Specialized Lines: Features lines like Formula Pura, which are free from silicones, parabens, and petrolatum, catering to consumers who prioritize ingredient safety without compromising performance.

The brand has a significant international presence, distributed in over 50 countries through perfumeries, department stores, hypermarkets, and online channels.