Diego dalla Palma

Diego dalla Palma is an Italian beauty brand built around makeup, skincare and haircare, founded by the makeup artist of the same name and based in Milan. The full consumer name is Diego dalla Palma Milano, and the company presents its work as an expression of "formulative and design excellence of Made in Italy." The brand and its professional counterpart both sit under the Milan-based group Cosmetica Hub SpA [1].

The house traces its beginnings to 1978, when Diego Dalla Palma opened a "Make Up Studio" image laboratory in Milan and launched the cosmetics line that carries his name [3]. One web summary instead dates the founding to 1970, though without a corroborating account, so the documented 1978 studio-and-line milestone is the more firmly supported date [3].

The brand grew out of the career of Diego Dalla Palma, born in 1950 in Enego, in the province of Vicenza. According to the Italian heritage site Italian Traditions, he worked through the 1970s in costume design at the broadcaster RAI and in set design in Milan before specialising as a makeup artist [3]. In 1978 he opened his Make Up Studio in the city and introduced the Diego dalla Palma Milano line. The same profile describes him as the "prophet of make-up made in Italy," and notes a parallel output of books, including the autobiography A nudo, alongside his cosmetics work.

The legal entity behind the brand is Cosmetica Hub SpA, registered in Milan with operational headquarters in Castelguelfo di Bologna [1]. The group holds two related identities: Diego dalla Palma Milano, the consumer line, and Diego Dalla Palma Professional, an arm aimed at beauty centres and practitioners that develops products through its RVB SKINLAB laboratory. The professional side references "more than sixty years' expertise" in the field, a heritage tied to the long-standing RVB cosmetics house within the group rather than to the 1978 consumer line [4]. A separate makeup label, Mulac Cosmetics, also belongs to the same group.

The company frames itself as a "sophisticated meeting between essentiality and creativity," and describes the beauty it pursues as "authentic, unconventional, personal, free" and distant from aesthetic stereotypes [1]. Among the values it lists are contemporaneity, creativity and the pursuit of uniqueness, along with irony, which it characterises as an "elegant and intelligent tool" for communicating beauty and its imperfections. The line is positioned at the prestige end of the market.

The range spans makeup, skincare and haircare, with additional body and sun-care lines [1]. On the makeup side, the brand's hero products include the CIGLIONE mascara, marketed as a "7-in-1" lamination-effect formula, the MyToyBoy volumising mascara, and the Nudissimo and It's a Filter! foundations. Development runs through what the company calls an "integrated system of advanced scientific research," and it states that its formulas use "high-performance functional actives" supported by clinical studies and efficacy tests [1]. The professional arm adds that products are tested with "prestigious third-party research institutes and Universities" [4].

According to the company, every product is designed, developed and manufactured in Italy, drawing on a "controlled and specialized supply chain." The professional line similarly describes itself as "100% Made in Italy."

A 2022 profile by Italian Traditions presents Diego dalla Palma Milano as "a historic Italian brand, internationally established," with distribution reaching cities such as Paris, Beijing, New York and Copenhagen [3]. In the same year, the founder began hosting the Italian television program Unica [3].

The brand is active. Its branded e-commerce site carries a current product range and ongoing promotions, and the parent company has outlined plans to expand internationally through trade shows including Dubai World Derma and the TFWA exhibitions in Cannes and the Asia-Pacific region [1].