ABG PR supported Ethos Profumerie through a defining moment in its growth journey, leading media communications for the launch of Ethos Profumerie Be You, Italy’s largest independent beauty retail group.
Officially presented in Verona on 11 December 2025, the agreement between Ethos Profumerie and Unibee marked the creation of a new organisation with approximately €500 million in combined revenue, more than 450 beauty stores across all Italian regions, and around 3,000 employee, representing 25% of the country’s beauty retail market. The new Group is led by Franco D’Ettorre (Chairman), Mara Zanotto (Chief Executive Officer) and Prospero Giuliano Cannella (General Manager), with the support of a Board of Directors representing the two founding entities behind the project.
Rooted in shared values – authenticity, collaboration, innovation and responsibility – the merger opens a significant new chapter for Italy’s independent beauty retail landscape.
A curated selection of the best media coverage secured for the client is available on our website.
