Launched in 2017, Beauty Made in Italy is a joint program of the Italian Trade Agency and Cosmetica Italia, that aims to promote the excellence, awareness, and availability of Italian beauty products and brands to the US market and consumer. This goal is realized by educating participating companies on the particularities of the US market, by hosting promotional events and initiatives, and by creating a shared, cohesive brand and message of Italian beauty to the American market. Beauty Made in Italy serves as a launch pad for Italian brands entering the United States and is divided into three different tracks for companies based on their experience in the US market: a Business Incubator for companies who are not yet distributed in the US, designed to educate early-stage companies Brand Accelerator to guide larger, high-potential brands with existing US distribution and, an Italian Beauty Council made up of beauty industry leaders and heritage brands who want to help guide the conversation and narrative on Italian beauty. Through these divisions, the Beauty Made in Italy program provides participating Italian companies with various platforms and support to learn the unique aspects required to enter and navigate the US market.