Naj Oleari was established in Milan, Italy, in the 1970s as a fashion brand known for its distinctive floral prints and youthful aesthetic. In the 1980s, the brand expanded into cosmetics, launching Naj Oleari Beauty, which became particularly popular among teenagers and young women for its colourful, playful packaging featuring their signature floral patterns.

The brand’s most iconic products from their original range included their Watercolour Lip Glosses and Flower Tea Scented Body Mists, which captured the hearts of young consumers throughout the 1980s and early 1990s. Their original fragrances, particularly Naj and Fiori di Naj, became bestsellers in the Italian market, known for their fresh, floral compositions.

After a period of reduced visibility, Naj Oleari Beauty was relaunched in 2017 with a contemporary interpretation of their original aesthetic. The revival maintained their signature floral prints but with updated formulations and packaging designed to appeal to both nostalgic original customers and a new generation.

Their most successful current products include the Butterfly Collection, featuring their bestselling Butterfly Powder illuminating face powder, presented in compacts adorned with their updated floral designs. The My Beauty Diary collection of colour cosmetics has become particularly popular, featuring products like the Perfect Glow Foundation and Blooming Lip Colors.

Recent successful launches include their Garden of Colours eyeshadow palettes, which combine wearable shades with their distinctive romantic packaging, and the Flower Fusion line of lip products, which includes both modern matte formulations and glossy finishes.

The brand maintains a strong presence in Italian perfumeries and beauty stores, with growing international distribution. Their success lies in combining quality formulations with distinctive, feminine packaging that sets them apart in the competitive beauty market. The brand’s positioning bridges affordable luxury with artistic Italian design, making it particularly appealing to those seeking colorful, romantically packaged makeup with good performance.

Their current strategy focuses on creating Instagram-worthy packaging while maintaining the brand’s heritage through modern interpretations of their signature floral patterns. The products are known for their good quality-to-price ratio and their ability to bring a touch of Italian romance to everyday makeup routines.