The idea behind the project was simple yet complex at the same time: to break the pattern of the cosmetics market,

characterised exclusively by brands that offer products at extortionate prices, to offer everyone the opportunity to buy high quality Make-Up, Skin Care and Body Care collections, at the right price and make them accessible to all.

Their experience in the sector, knowledge of the entire production chain and beauty trends, were the basis for creating a retail concept that met the wishes of everyday consumers:

their intuition led to the elimination of expensive intermediate steps between producer and consumer, instead investing in the quality of textures and skinfeel whilst maintaining a very competitive market position.

Why pay more for a product when it’s really not worth it?

This was the question to which WYCON cosmetics responded with the creation of its first store, offering a collection entirely Made in Italy.

This response was appreciated by consumers making the brand one of the current market leaders in Italy, with more than 300 single-brand stores in major cities, in addition to a presence in Portugal, Greece, Romania, France, Kosovo, Russia, Kazakhstan, Lebanon, Serbia, Malta, Switzerland, Georgia and the Middle East.