Beauty Roma 2027: B2B merch for beauty brands at Fiera Roma

B2B merchandising for Beauty Roma 2027

Dates

February / March 2027 (exact dates published by the organiser)

Venue

Fiera Roma, Via Portuense 1645, Rome, Italy

Beauty Roma is one of the reference events in Italy for the professional beauty sector — aesthetics, skincare, make-up, fragrance, nails — organised by Fiera Roma S.p.A. annually at the Via Portuense complex, between the city and Fiumicino airport. Over three days, beauty institutes, spas, aesthetic centres, nail artists, cosmetic pharmacies, perfumeries, department stores and international buyers cross the halls to refresh their offer, test textures and fragrances, and seal distribution deals for the following season. It is a key moment for Italian and European companies that want to position a new reference or refresh the line.

For cosmetics brands that exhibit, branded merch has a precise role: it has to extend the stand experience into the days after the show. A sample handed out at the counter smells good, lasts, carries a readable PAO (Period After Opening) and arrives home in a considered pack. A mini size of a premium reference becomes a silent ambassador in the beauty cases of the centre's clients. A well-composed welcome kit lands on the desk of a buyer who has already seen 60 brands in one morning — and who must remember which product they liked best.

Corp-Merch.IT works with brands that range from Italian fragrance and cosmetics maisons (Acqua di Parma, Santa Maria Novella, Bvlgari Beauty, L'Erbolario, Kiko, Deborah, Tesori d'Oriente, Acqua di Bolgheri, Campomarzio70) to international labels with EMEA operations in Italy, medical-skincare makers, professional make-up brands (Diego dalla Palma, Lattafa distributed in Italy, Brera), artistic and niche perfumery labs, and primary-packaging makers. For each, we propose a combination of samples, mini sizes, luxury packaging and point-of-sale materials consistent with the price tier.

The Beauty Roma audience is highly operational: beauticians, nail technicians, beauty therapists, spa and resort purchasing managers, perfumery owners, pharma-cosmetics buyers, area distributors, agents, beauty editors (Beauty Independent, Vanity Fair Beauty, Vogue Italia Beauty, Io Donna), freelance make-up artists. The merch has to be tuned to this audience: it means materials that respect the cosmetic regime (Reg. (EC) 1223/2009) on samples, primary packaging compliance, PAO labelling, readable INCI, multilingual leaflet when the product is shipped to intra-EU markets.

Production, logistics and invoicing for Beauty Roma

Beauty Roma is an event that sits halfway between pure B2B and B2B2C: samples and mini sizes often end up in the hands of end consumers in the following days, via aesthetic centres, perfumeries and hotel welcome kits. Production must therefore respect Reg. (EC) 1223/2009 on cosmetic products, with INCI labelling, PAO, validity period, responsible person (for products manufactured in the EU) and leaflet in the languages required by the destination market. For high-volume runs we work with Italian production hubs (primary packaging in Lombardy and Veneto, secondary packaging in Tuscany and Emilia-Romagna, fragrances in Veneto and France, skincare in Lombardy and Piedmont).

Logistics relies on our Rome hub (Tiburtina area) and our Milan hub for split deliveries: BRT, SDA, GLS, DHL Express Italy cover D+1 deliveries across the national territory and express deliveries to the Via Portuense complex. For buyers and delegations arriving at Fiumicino, we can coordinate pickup directly at the airport or at the hotel. For brands that ship from their own production site to the Fiera Roma complex, we manage transport with CMR, packing list and origin declaration for items that fall under the cosmetic regime and require Reg. (EC) 1223/2009 traceability.

Invoicing follows the standard Italian regime: 22% VAT through the Sistema di Interscambio (SdI) of the Agenzia delle Entrate for cosmetic products in the standard bracket; reduced 10% or 5% rates apply to specific categories (e.g. health products, class I medical devices) under current Italian rules. For intra-EU buyers in reverse charge and for extra-EU countries we follow export rules with origin declaration and CMR. For clients subject to CSRD (D.Lgs. 125/2024) we integrate a Scope 3 CO₂e data sheet per GHG Protocol. The certifications most requested on these programmes are ISO 22716 (Cosmetics GMP) on the manufacturer, COSMOS Organic / COSMOS Natural on bio cosmetics, Vegan Society / ICEA Vegan on the product, FSC on secondary packaging, ECOCERT, Made in Italy per D.Lgs. 135/2009 when required by the brief. On tier pricing: starter 50-249 pieces per code, standard 250-999, enterprise 1,000-4,999, corporate 5,000+; standard payment terms 30 days from invoice date, 10% deposit on first order, improved terms after 90 days of trading history.

Frequently asked questions on Beauty Roma