Is it actually impossible to get the jumbo Naturium Vitamin C Serum in Italy?

Why the 100ml Naturium Serum is my new obsession

For months, I watched Korean skincare enthusiasts on my social feeds rave about the Naturium Vitamin C Complex Serum. I was confused at first because Naturium is a US brand, but the trend was clear: they were importing the massive 100ml jumbo size because local drugstores only offer smaller, less potent alternatives. In early 2026, I decided I needed that same value and potency for my own routine here in Italy.

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The jumbo size is particularly special because Vitamin C usually comes in tiny 30ml bottles to prevent oxidation. However, Naturium uses a highly stable complex that allows for this 100ml 'value' size. I realized that by getting the larger bottle from the US, I was paying significantly less per ounce than I would for any high-end serum available in Rome or Milan.

Correcting the myth about skincare shipping to Italy

I used to believe that importing large volumes of liquid skincare from the United States was a recipe for a customs disaster. Many of my friends told me that the packages would be seized or that the shipping would cost more than the serum itself. I am happy to report that this assumption is simply wrong if you use the right tools.

By using a dedicated freight forwarder, I found that the process is actually quite streamlined. I don't have to worry about whether a specific US store offers direct international shipping to Italy. Instead, I use a tax-free us address provided by comGateway to collect my orders before they are sent to me. This has completely changed how I view international beauty shopping.

How I shop US stores from my home in Milan

When I first started looking for the Naturium 100ml bottle, I went straight to US-based retailers. To manage my budget, I always use a shipping calculator to estimate shipping cost before I click buy. It helps me decide if I should add a few more items to my cart to make the most of the weight bracket.

I’ve found that the most efficient way to do this is through package forwarding. I send my purchases to my US suite, and then the parcel forwarding service handles the international leg of the journey. If you are worried about the technicalities, you might also like to see how a freight forwarder simplifies the documentation for Italian customs.

The secret to avoiding cancelled orders at US retailers

One major hurdle I encountered was that some US stores—like Sephora, Nike, or Apple—often block international credit cards. I tried to buy my serum and a few other essentials, only to have my order cancelled because my billing address was in Italy. This is a common problem when you try to shop us store sites that have strict fraud prevention filters.

I found the solution through the BuyForMe service. This is an assisted purchase program where comGateway actually buys the item on my behalf using a US domestic credit card. I just tell them what I want, and they handle the transaction. This is the safest way I have found to guarantee that my order doesn't get cancelled by retailers that are picky about international payments. It turned my proxy shopping experience from a headache into a simple click-and-wait process.

What I learned about Italian import taxes and fees

We cannot talk about importing to Italy without mentioning import duties and VAT. In 2026, the regulations are clear, but they can be daunting if you aren't prepared. I always make sure to factor in the customs tax when calculating the total price of my jumbo serum.

I suggest you check our guide on import tax and GST/VAT to understand the current thresholds for Italy. By being proactive about these costs, I avoided any 'sticker shock' when my package arrived at the border. It turns out that even with the added import duties, the 100ml Naturium bottle is still a better deal than anything I can find locally.

My journey to getting the Naturium Vitamin C Complex Serum taught me that the barriers we imagine are often just lack of information. Using a forward packages strategy has made the US beauty market accessible to me right here in Italy.