Pupa Milano
Mid-Range“Italian colour, collected in a tin.”
By Viktoria @vioda.makeup · Published · Updated
Pupa Milano is a mid range makeup brand from Italy, founded in 1974 by Angelo Gatti. It's best known for its Pupart collectible multi-tier makeup kits, Vamp! Mascara and Made in Italy identity and signature red.
Pupa Milano was founded by Angelo Gatti in the mid-1970s in Lombardy and made its name on something almost no competitor tried: makeup as a collectible object. The Pupart kits — multi-tier boxes shaped like animals, toys and trinket cases, packed with eyeshadow, blush and lip colour — turned a makeup purchase into a gift you kept on a shelf. That, plus the brand's signature red and a firmly made-in-Italy identity, built a following across some seventy export markets.
Underneath the novelty is a serious colour range. Vamp! Mascara is the brand's perfumery bestseller and the Made to Last line covers long-wear foundation and liner. Pupa marked fifty years in 2025 and has been pushing harder outside Italy since, with distribution through Douglas, Notino and Ulta in the US alongside its traditional European pharmacy and perfumery network.
Popular Products
What Pupa Milano is bought for. The ones we've found dupes for link through to the comparison.
- Vamp! Mascara
- Made to Last Liner
- Pupart Makeup Kit
- Made to Last Foundation
Known For
Brand Philosophy
Makeup should be a pleasure object — something you want to open, display and give away, not just use up.