The creation of New TrendUp marks the combination of three leading Italian companies in the third-party cosmetics sector, Trendcolor, New Cosmesy, and INUNup, creating a hub of excellence, an integrated and vertically specialized platform in the beauty sector, both in subsequent development phases and through potential further strategic acquisitions.

New TredUp represents the first cross-cutting platform in the Made in Italy beauty industry, based on a complete integration of the production chain, from makeup to high-quality artistic perfumery. This model significantly raises the competitive edge in a sector where specialty products will be the primary drivers in the coming years.