Naj-Oleari

Naj-Oleari is an Italian makeup brand owned by the cosmetics group EuroItalia s.r.l., based in Cavenago di Brianza near Milan. The beauty line trades on a name with a long history: the original Manifatture Naj-Oleari was founded in Magenta, Italy, in 1916 by Riccardo Naj-Oleari [6], and grew over the following decades from a textile workshop into one of the most recognisable Italian accessory labels of the 1980s. EuroItalia acquired the licence to make Naj-Oleari cosmetics in 1988 [5] and today runs it as Naj Oleari Beauty, a range of affordably priced, Made-in-Italy makeup.

Sources disagree on what counts as the brand's founding date, depending on whether one means the name or the cosmetics business. Editorial coverage dates the Naj-Oleari brand to 1916, the year the textile company opened [6]; EuroItalia's own history dates its beauty line specifically to the 1988 licence acquisition [5]. The brand remains commercially active, selling current collections online and through beauty retailers across Europe.

The company began in 1916 in Magenta, west of Milan, when Riccardo Naj-Oleari opened a workshop under the name Manifatture Naj-Oleari producing sacred and priestly clothing [6]. Under the second generation, Carlo Naj-Oleari, it moved into umbrella manufacturing, at first only in grey and black.

The transformation that made the name widely known came in the 1970s, when the third generation — brothers Angelo, Riccardo and Giancarlo Naj-Oleari — took over management. Angelo's wife, Maurizia Dova, the daughter of painter Gianni Dova, created the vivid floral and patterned prints that became the brand's signature. Through the 1980s those prints appeared on padded headbands, bags, wallets and umbrellas, and the label became a status symbol of the decade; according to the Made in Italy Community history, "owning at least one Naj-Oleari garment was a must" [6].

The brand reached its commercial peak around 1991, with roughly 50 stores in Italy and a presence in European and American cities including Paris, San Francisco, Vienna and Copenhagen; reported revenue rose from 6 billion to 35 billion lire over its expansion. In 1996 the three brothers sold the company to the Bottega Verde group, run by the Lavino family [6].

EuroItalia, the company that now produces Naj-Oleari cosmetics, was established in 1978 in Cavenago di Brianza by Giovanni Sgariboldi, with the aim of bringing Italian fragrances to international markets [8]. Naj-Oleari was among its early licensing agreements, alongside names such as Enrico Coveri and El Charro [8]. EuroItalia acquired the Naj-Oleari Beauty licence in 1988 [5], describing the property as "a cult Italian brand in the 1980s now enjoying a period of new glory."

According to EuroItalia, the group set out to revive the brand and give it a contemporary perspective, updating its product design, packaging, formulas and colours. EuroItalia holds Naj-Oleari among its proprietary brands together with Reporter, Atkinsons and I Coloniali. A separate Naj Oleari fashion and design business was relaunched in 2006 under a licensing model spanning apparel, home goods and stationery [7]; it is managed independently of the beauty line.

Naj Oleari Beauty frames makeup as a source of joy and self-expression rather than transformation. The company describes makeup as "an exercise in happiness, a daily workout that gives colour and light to every emotion," and states that "beauty is for all women and every day is a good day to smile." Its stated mission is to "unleash your beauty" and "unleash your creativity," summed up in the tagline "Makeup is a Feeling, Powered by Joy."

The brand positions itself as accessible and inclusive, a project EuroItalia describes as designed "to make cosmetics fun, easy and affordable for everyone, with the excellence of 'Made in Italy' formulas" [4]. That playful, colourful identity draws on the floral-print heritage of the original Naj-Oleari label.

The current range covers makeup for the face, eyes and lips, along with nail products and accessories. Among the items the brand highlights are its Blush & Sculpt sticks, described as creamy textures that "melt into the skin," and the Click On Me mascara and lip gloss collection. Naj Oleari Beauty also releases themed limited editions, including its Petalicious, Click On Me and Beauty Bakery collections.

The company states that its products are clinically tested and not tested on animals, and presents the line as Made in Italy.

Naj Oleari Beauty won first place in the specialised e-commerce category at the NC Digital Awards 2021. The original Naj-Oleari brand has also been the subject of editorial retrospectives on Italian fashion heritage, including a feature by the Made in Italy Community.

The brand is active. It operates an e-commerce site with current product collections and maintains an Instagram and TikTok presence under @najolearibeauty [1]. It is distributed in Italy and across Europe through its parent company, EuroItalia.