The worlds of beauty and health no longer run on separate tracks.
The convergence between beauty and pharma is now a structural reality: boundaries blur, needs overlap, channels hybridize. And in all this, content becomes the real protagonist.
During the Netcomm Forum 2025, our CEO Angelo De Caro was interviewed in plenary by Giulio Finzi about how artificial intelligence, evolving channels and new buying behaviors are reshaping the rules of the game.
Some insights not to be underestimated:
The growing focus on products dermocosmetics, OTC and supplements pushes the industry toward a broader view of the concept of wellness. The consumer today is looking for effectiveness, transparency and authority: gets information, reads labels, wants proof.
In parallel, channels are also changing. The recent opening of the Amazon's Parapharmacy & Beauty in Milan. (80% dermocosmetics, 20% OTC) is a clear example of retail becoming increasingly experiential and omnichannel.
Le physical pharmacies evolve into real consulting and services hub, and also the turnover of online channels grows: +16% for pharmacies and parapharmacies in digital, driven by supplements and personal care.
Meanwhile, the arrival of TikTok Shop in Italy marks the ultimate entry of social commerce into the industry: content, community and conversion come together in a single experience.
Artificial Intelligence is changing everything. According to McKinsey, in the beauty industry alone, Generative AI could generate as much as 10 billion dollars Of added value by 2025.
But more than a technology, it is a new logic. AI today makes it possible to:
A concrete example? With Alfasigma, we have developed a system of Adaptive Digital Asset Management (ADAM) to transform complex operational flows into a competitive advantage: more efficiency, more narrative consistency, and real support for pharmacists at the point of sale.
The relationship between manufacturer, retailer and customer is increasingly hybrid and dynamic. AI enables a constant, precise and consistent presence throughout the customer journey.The customer no longer just buys a product, but an ecosystem of content, evidence, advice and trust. The point of sale becomes an information hub. The sales force evolves into an omnichannel digital content and relationship system.
Managing hundreds of variations of optimized content, generating visual and textual assets, responding in real time across multiple channels: it is possible today, but structured governance is needed.
The overlap between beauty and pharma Imposes rigor. Effectiveness must be communicated, demonstrated, documented. Most importantly, AI adoption must be done with accountability: attention to data, transparency, equity. Because while it is true that technology can generate value, it must do so in a way that ethical and sustainable.
The convergence of beauty and health, empowered by AI and fueled by new behaviors, is changing everything. In this scenario, content is the bridge that connects technology, trust and storytelling: the overlap between pharma and beauty imposes rigor. Brands must ensure that promised benefits are documentable, including in communication. Content and channel governance is critical here to minimize regulatory risks and maintain international consistency.
The adoption of AI also brings with it ethical responsibilities: it is critical to implement rigorous measures to protect personal data, avoid bias, and ensure transparent and traceable processes. This requires companies to fundamentally redefine sales models, where trust is built with evidence, data and consistency.
Based is a Business & Digital Advisor specializing in the creation of end-to-end projects communicating digital e phygital. With 3 locations throughout Italy (Milan, Rome and Naples) and a team of more than 30 professionals, we take care of our clients' business along the entire funnel and turn key communication elements into actionable, measurable projects and effective.
