Niyo & Co.
Beauty Point's Italian own-brand perfumery.
NIYO & Co. stands for New Italian Young Original and Convenient — an acronym that announces its commercial intentions plainly. The brand was created by Beauty Point, an Italian company with over forty years of industry experience, as a private-label fragrance and cosmetics line offering a credible domestic alternative to international brands at accessible price points. Launched in 2017, the full range from the outset numbered more than two thousand references spanning fragrances, makeup, personal care, and accessories, all manufactured in Italy. The fragrance collections carry geographic and botanical names — Fiori del mediterraneo, Giardini d'Italia, Grandi classici — and are divided into olfactory families including L'essenziere Estratto and L'essenziere intenso, suggesting a house that takes its perfumery vocabulary seriously even within the private-label model. NIYO & Co. distributes through franchise retail locations rather than conventional department stores or specialist fragrance boutiques — a dedicated shop format that gives the brand direct contact with its customer base. The result is a house that operates more like a vertically integrated Italian beauty retailer than a conventional fragrance brand, with the scents one component of a broader beauty offering.
