When in Rome—or Florence, Venice, or Milan, for that matter—do as the Romans do: head to the local farmacia for all your cosmetics needs. On the sleek white shelves you’ll find grooming products from well-known Italian brands alongside tailor-made treasures from small herbalists. And with prices generally below $30, these ubiquitous shops are, in a word, belle.
From Como down to Sicily, here, a sample of what you might find in the local farmacia.
Aftershave from Helleboro, an herbalist based in the Italian Alps.
Shampoo by Unifarco, a company that customizes products for more than 2,000 pharmacies across the country.
Eye cream from Unifarco.
Genoa-based Planter’s volumizing mascara.
Energizing moisturizer from Rilastil, the Cover Girl of Italy.
Sapone di Marsiglia vegetable-oil soap.
Baby’s brush by Chicco, a popular children’s brand.
Children’s eau de parfum, also by Helleboro.
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