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COMPANY
The foundation of the Astra Make-Up HUB Milan
marks a decisive step in the company’s three-year
plan of international development, which aims at
“We proudly emphasize our Umbrian taking the export turnover - from the current 14%
roots: a team entirely from Umbria - to representing 30% of the total by 2027. Currently
that has demonstrated how cosmetics present in 48 countries in Europe, Asia, the Middle
can be created and flourish in Italy’s East, Africa and South America, Astra Make-Up
green heart. Far from the chaos of intends to intensify its global distribution network
large cities, we’ve built an innovative through sustainable growth, focused on high potential
vision—always staying attuned to and markets. The priorities for development of the new
ahead of industry trends,” says Simone Business Unit include Eastern Europe, the Balkans, the
Settimi, General Manager of Astra United Kingdom and Northern Europe, all areas where
Make-Up. “In view of our heritage, the company intends consolidating its presence,
and keeping our roots stable, we are developing a cosmetic offer that combines product
following with great determination an innovation, affordability, inclusivity and Italian quality.
important path of internationalization. At the same time, entering new markets such as Turkey,
The inauguration of this hub in Milan, a Romania and Bolivia, scheduled for 2025, shows
natural bridge with foreign markets, is Astra’s ambition to gradually extend its influence in
the natural continuation of this path. different cultural and commercial contexts, adapting
It is a strategic presence that will allow its offer according to specific local needs.
us to cultivate new opportunities and
be an active part of a continuously
evolving creative and entrepreneurial
ecosystem.”
The opening of the new Milanese hub is a milestone
that fits into the wider entrepreneurial story started
in the heart of Umbria in 1988, thanks to the vision of
Giuliano Settimi, a pharmacist and chemist who decided
to give up a consolidated career to follow his dream
of cosmetics. Since then, Astra Make-Up has evolved
with determination and coherence, going through key
moments such as the rebranding in 2018, the launch
of the two lines Astra Skin and Astra Pure Beauty, the
many strategic partnerships aimed at consolidating the
positioning of the Italian beauty brand which guarantees
affordable products and excellent performances.
Guided by curiosity, dedication, and innovation, Astra
Make-Up has grown from its hometown of Todi to a
globally recognized brand—driven by a mission to offer
inclusive and affordable beauty to all. The Milan hub is
more than an operational site—it is a strategic nerve
center for Astra’s international expansion. Its position –in
a metropolitan context that is connected, innovative and
Simone Settimi, GM, and Lucia Menghella, CEO. multicultural – represent a key lever for Astra Make-Up,
ready to take its vision of authentic beauty into the world. 45
