The Italian cosmetic sector has never moved so fast. Yet, behind growth that shows no sign of stopping, lies a problem that the beauty industry struggles to address openly: the management of unsold cosmetic stock. Perfumes that fail to find buyers, discontinued make-up lines, and outdated seasonal collections. Every year, a significant proportion of perfectly intact products ends up being disposed of, rather than finding a second life.
A sector in full swing and the consequences
In 2024, the total turnover of the Italian cosmetics industry reached €16,550 million, marking a 9.1% increase on the previous year. An extraordinary result, which places Italy among the leading European players in the sector. However, such high production and distribution volumes inevitably correspond to equally significant surplus stock levels.
The rapid growth of the online channel further complicates stock management: in 2024, e-commerce cosmetic purchases in Italy grew by 13.5%, exceeding €1.26 billion. While being a positive figure, it carries a direct consequence: an increase in returns. Consumers who shop online return products much more frequently than those who shop in-store, generating return flows that brands must manage in a structured manner.
Added to this is the surplus stock generated by structural phenomena within the sector: rapidly changing consumer trends, seasonal collections that need replacing, and demand forecasting errors.
Finally, unlike in other sectors, there is a factor in the beauty industry that makes the problem even more urgent: the expiry date. An unsold item of clothing can wait. A stock of cosmetics cannot. With every month, the product creeps closer to its expiry date, hence narrowing the window for relocation. The result is stock that piles up, loses value every day and – if not managed promptly – becomes a logistical, financial and environmental problem.
Disposal is not the right solution
When unsold stock exceeds a certain threshold, there is a great temptation to resort to
disposal. But in the beauty sector, we are not talking about ordinary waste. Expired
or unsold cosmetics fall into the category of special waste and require highly specific management: collection in labelled containers, logging in the loading/unloading register, transport by authorised vehicles and delivery to specialised facilities. A process that has a real, measurable cost, and which – in addition to the financial burden – generates an environmental impact that companies can no longer afford to ignore.
Disposal is also increasingly under the scrutiny of European regulations. The ESPR (Ecodesign for Sustainable Products) Regulation, in force from July 2024, introduced a ban on the destruction of unsold products for clothing and footwear from 19 July 2026. But the regulation goes far beyond fashion: cosmetics are also explicitly included among the priority products for which specific eco-design requirements will be defined. Those who do not prepare now to responsibly manage their surplus stock will soon find themselves having to do so under the pressure of stricter regulatory obligations.
Relocation is better than disposal
The solution exists and is more accessible than you might think. Relying on a partner specialising in surplus stock management means turning a problem into an asset: unsold products become immediate liquidity, warehouse space is freed up for new lines, and the company’s sustainability report improves measurably.
At M&A Export, we manage surplus beauty products – from perfumes to personal care accessories – by relocating them to international secondary markets, selected to ensure maximum geographical separation from the brand’s primary channels. The product reaches a different consumer, in a different market, at a different price.
With a distribution network active in over 60 countries, we are able to find the right destination for any type of cosmetic stock. If you have beauty product stock that you are unsure how to manage, contact us immediately and we’ll work together to find the most suitable solution.
