Cosmetics (Russian market)

Cosmetics and Perfumes (Global Market)

Main article: Cosmetics and perfumes (global market)

Production of cosmetics and perfumes in Russia

Main article: Production of cosmetics and perfumes in Russia

Export and import of cosmetics in Russia

Main article: Export and import of cosmetics in Russia

2024

Reduction in the volume of the Russian decorative cosmetics market by 12% to 421 million units

Sales of decorative cosmetics in Russia decreased by 12% in 2024 and amounted to 421 million units against 476 million units in 2023, completing a three-year period of growth, which began in 2021 after a 10% drop in 2020. The reduction in sales volumes is due to the effect of the high base of 2022-2023 and the change in consumer preferences in favor of care cosmetics against the background of the popularization of natural beauty trends. This is evidenced by data from the BusinesStat study, published in September 2025.

The decrease in sales of decorative cosmetics is due to a set of factors affecting consumer behavior. Customers actively tested products of new brands, including Russian manufacturers, in 2022-2023, and in 2024 continued to use previously purchased cosmetics due to long shelf life.

Leading enterprises in the decorative cosmetics industry:

• Arnest UniRus LLC.
• AO. Faberlik
• LLC "NTS" Gradient. "
• Nevalin LLC.
• Avon Beauty Products Company LLC.

The shift in consumer demand from decorative cosmetics to care products reflects the global trend towards naturalness and clean girl aesthetics. Modern women strive to emphasize individuality and natural beauty by emphasizing healthy skin and minimal makeup.

The trend to abandon bright makeup and artificial modifications of appearance is gaining popularity among Russian consumers. Preference is given to smooth skin with a minimum amount of foundation and contouring instead of complex makeup techniques.

The dynamics of the market over a five-year period demonstrates wave-like changes. In 2020, sales amounted to 409 million units with a decrease of 10%, which reflected the impact of pandemic restrictions on consumer activity.^[1]

Growth in sales of cosmetics, perfumes and body care products by 16.8% to ₽1,11 trillion

The Russian market for cosmetics, perfumes and body care products showed growth in 2024. According to the analytical agency INFOLine, sales in this segment increased by 16.8% and reached ₽1,11 trillion. These data were published on May 21, 2025.

According to Slovamanalysts, the digitalization of the market continues to gain momentum, which significantly affects the sales structure. Marketplaces have significantly strengthened their position, increasing their share in total sales from 20.7% to 31% over the past year. At the same time, their revenue increased by 68%, which is six times higher than the indicators of omnichannel networks, the growth of which was only 11.3%.

Sales of cosmetics, perfumes and body care products in Russia increased by 16.8% and reached ₽1,11 trillion

Especially intensive development is noted in the segment of domestic manufacturers of cosmetic products. Over the past three years, their number has doubled, which indicates a growing interest in the production of cosmetic products in Russia. Among the most successful domestic companies, the PÚSY brand from Shiver Beauty stands out, whose revenue in 2024 increased by 113.3% thanks to an effective marketing strategy and active cooperation with bloggers.

In the categorical structure of the market, the segment of care cosmetics demonstrates the greatest dynamics. As of May 2025, four of the top five manufacturers have included care products in their range, with the vast majority (87%) specializing in body care products.

In 2024, a number of new products appeared on the market, including: the By Fa line of shower gels from Lab Industries, the My Muse collection from Grass manufacturer, Argan & Vanil moisturizing shower gel from Ecolatier, Sanfito products from Stupinsky Chemical Plant and others.

The largest representatives of the cosmetic industry are actively expanding their presence in several promising areas. Manufacturers are most interested in the segment of children's care cosmetics, which occupies 32% of the total production. Men's cosmetics also show significant growth, occupying 22% of the market. A niche segment of pet care products is also developing - 9.4% of cosmetic manufacturers are engaged in its development.^[2]

Cosmetics sales up 16% to 4.1 billion units

Sales of cosmetics in Russia in 2023-2024 increased by 16% compared to 2022, reaching 4.1 billion units. This was announced in February 2025 by the analytical company BusinesStat, publishing a market study. Experts attribute the growth to an increase in demand for domestic products, an expansion of the range and the development of online sales.

According to BusinesStat, the dynamics of cosmetics sales over the past five years has demonstrated the following indicators:

• 2020 - 3.5 billion units.
• 2021 - 3.7 billion units (6% growth).
• 2022 - 3.5 billion units (4% drop).
• 2023 - 3.9 billion units (10% growth).
• 2024 - 4.1 billion units (6% growth).

Analysts note two main factors in the growth of the market: the restoration of consumer solvency and the expansion of the range of products. The parallel import mechanism ensured the presence of Western brands in retail chains and on Internet sites.

The production facilities of Henkel and Unilever, which left the Russian market, continued to operate under the management of new owners with Russified nomenclature. At the same time, manufacturers from countries that do not support sanctions strengthened their positions.

In 2022, a 4% decline in sales was caused by a reduction in effective demand and a decrease in assortment after the cessation of supplies of cosmetics from Western countries. A significant drop was avoided due to the reorientation of consumers to products of lower price segments.

The largest increase over the five-year period was observed in 2023 - 10%, which was associated with a recovery in consumer activity. In 2024, the growth rate slowed to 6%, but positive dynamics remained.

The increase in sales in 2021 by 6% occurred after the lifting of coronavirus restrictions, which led to the restoration of population mobility and the resumption of the work of non-food stores and HoReCa establishments.^[3]

Growth in online sales of beauty and health products by 17.2% to ₽449,2 billion

The volume of online sales of goods for beauty and health in Russia in 2024 increased by 17.2% compared to 2023 and reached ₽449,2 billion. This is evidenced by data from AnalyticResearchGroup, which was released in January 2025.

According to experts, the main segment of the market remains personal hygiene products, sales of which amounted to $620 million. The second place is taken by skin care products with a volume of $610 million, in third place - decorative cosmetics with an indicator of $380 million.

Online sales of goods for beauty and health in Russia for the year increased by 17.2% and reached ₽449,2 billion

Analysts at Statista predict that the CAGR of the market in the period from 2024 to 2028 will be 10.36%, and the total volume will reach $4.5 billion. In 2022, the online trading market in this segment reached $1.7 billion, and in 2023 the figure increased to $2.5 billion.

The leader in online store traffic in January 2024 was the Golden Apple chain with 9.1 million visits. In second place is "Letoile" with 7.7 million visits, in third - Faberlic with 4.9 million visits.

The largest market players are actively developing various ways to deliver and pay for goods. The minimum cost of delivery To Moscow in was fixed at "Letoile" - ₽149, and the lowest order amount for free delivery on the network "Girlfriend" was ₽990.

All leading stores of the segment provide the ability to pay with bank cards, while 70% of companies support payments through the Fast Payment System. Retailers offer customers a variety of options for receiving orders and flexible delivery costs.

A study by AnalyticResearchGroup shows that the Russian online retail market for beauty and health products is showing steady growth, and leading companies in the sector continue to improve digital sales channels and improve the quality of customer service.^[4]

2023

Hair dye sales double to ₽42,3 billion

At the end of 2023, the volume of hair dye consumption in Russia increased by 100.8% compared to 2022 and amounted to ₽42,3 billion. The real growth rate of the market, taking into account inflation, reached 93.8%. TAdviser got acquainted with such data from the analytical company GuideMarket in February 2025.

According to analysts, the main growth factors were the recovery in consumer demand, the intensification of sales in the professional paints segment and the impact of price inflation. This allowed the market not only to return to pre-crisis indicators, but also to set a new record for the volume of consumption of hair dyes in monetary terms.

Market analysis for the period from 2019 to 2022 showed unstable dynamics. In 2020, the volume of paint consumption increased by 29.8%, reaching ₽26,9 billion. The growth was due to the closure of beauty salons in the context of the COVID-19 pandemic, which forced consumers to switch to independent hair dyeing.

In 2021, the market decreased by 9.6% to ₽24,3 billion due to the effect of the high base of the previous year and the return of some consumers to beauty salons. In 2022, the fall continued - the volume decreased to ₽21,1 billion, which is 13.4% less compared to 2021. Taking into account inflation, the indicator in 2022 showed a decrease of 35.5%.

According to analysts at Gidmarket, in 2022 the production of hair dyes in Russia decreased by 39.9%. The main reasons were sanctions restrictions, difficulties with the supply of raw materials and a decrease in the purchasing power of the population.

In 2023, production showed a sharp increase of 73.1%. The recovery trend is explained by the adaptation of manufacturers to new conditions, the development of import substitution and the return of consumer demand.

The main production of hair dyes in Russia is concentrated in three regions - St. Petersburg, Moscow and the Kaluga region, where the production facilities of the largest market operators are located.^[5]

Sales of hair dyes in Russia have doubled since 2019 - up to 12.5 thousand tons

In 2023, sales of hair dyes in Russia reached 12.5 thousand tons, which is a record result. For comparison, a year earlier, the indicator was estimated at 8.8 thousand tons. Thus, an increase of 42.8% was recorded. Industry trends are considered in the review of the analytical agency "GuideMarket," published on December 20, 2024.

One of the features of the hair dye market in the Russian Federation is its ability to adapt to economic changes, demonstrating stability even in crises: this is due to the high importance of hair dyeing in the daily life of the population. In addition, regional differences are clearly traced in Russia. Thus, in large cities, the demand among consumers focused on innovations and premium products is most pronounced, while in the regions the high popularity of the mass segment remains.

According to estimates, in 2019 the volume of the industry was 5.9 thousand tons. In 2020, there was a sharp increase: sales jumped by 55.5%, reaching 9.1 thousand tons. However, in 2021 there was a 28% drop with a final result of 6.6 thousand tons. In 2022, the market returned to growth, showing an increase of 33%.

The report says that in 2019-2023, the volume of the hair dye market in Russia doubled in physical terms. Despite the COVID-19 pandemic, economic sanctions and political instability, the sector has demonstrated resilience and recovery. Due to the formed geopolitical situation, several professional brands left the Russian Federation at once. At the same time, a sharp reduction in export supplies from Russian manufacturers in 2022 contributed to the preservation of positive dynamics in general. Consumers are increasingly choosing to order hair dyes through online stores and marketplaces.^[6]

The share of domestic perfumes and cosmetics in Russia exceeded 40%

The share of domestic perfume and cosmetic products in the Russian market exceeded 40%. Such data on June 5, 2024 was cited by Anna Dycheva-Smirnova, a member of the board of the Russian Perfume and Cosmetic Association.

According to her, the consumption of Russian perfumes and cosmetics in 2023 increased by 19% compared to 2022. This is confirmed both by economic indicators and by the growing positive attitude of consumers towards domestic products.

The share of domestic perfume and cosmetic products in the Russian market exceeded 40%

Natalya Shik, General Director of Shik, believes that in Russia it is necessary to develop not only the economy segment, but also luxury cosmetics. In her opinion, the domestic range is still limited.

The deputy head of the Ministry of Industry and Trade Mikhail Yurin clarified that in the Russian industry in 2024 there are about 600 companies, of which 30 are large and medium-sized. He explained that increasing production is impossible without localizing the raw materials components. In 2023, the production of 7 such components and packaging was supported. The development of personnel in the industry is designed to contribute to the first master's program in Russia for the training of perfumers-technologists, which will open at the Russian Chemical University named after D.I. Mendeleev in September 2024.

The analysis shows the Ministry of Industry and Trade that by 2024 consumer 22% are dissatisfied with the existing range of perfumes and cosmetics, and 37% doubt its quality. At the same time, 75% are ready to overpay for "green" cosmetics. Yulia Mikhaleva, deputy head of Roskachestvo, notes the need to introduce a single sign for such products. This will allow you to fight unscrupulous manufacturers.^[7]

Cosmetics sales growth by 8.9% to 3.85 billion units

In 2023, cosmetics sales in Russia increased by 8.9% compared to 2022, reaching 3.85 billion units. This was the highest value in five years (since 2019). The key growth factors are the recovery of purchasing activity and the adaptation of market participants to the formed environment, as stated in the BusinesStat study, the results of which are presented in early June 2024.

Analysts take into account sales of products such as deodorants and antiperspirants, decorative cosmetics, shaving and bath products, as well as hair, skin, tooth, etc. Among the major players in the Russian market are Lab Industries, Unilever Rus, L'Oreal, NTS Gradient and Faberlik.

The report says that in 2019, cosmetics sales in the Russian Federation amounted to approximately 3.47 billion units. In 2020, a slight decline was recorded - about 0.2% with a final result of 3.46 billion units. On the one hand, against the background of the COVID-19 pandemic, sales of most types of cosmetics in Russia decreased by 10-30%. But, on the other hand, the demand for skin care products jumped: due to the spread of the coronavirus, people began to wash their hands more often and use sanitizers, which adversely affected the skin and led to an increase in the sale of hand creams.

In 2021, cosmetics sales in the Russian Federation rose by 6.4% on an annualized basis and reached 3.69 billion units. The increase in sales was facilitated by pent-up demand and a recovery in business activity after the lifting of severe restrictive measures introduced in response to COVID-19. But in 2022 there was a decline of 4.2% - to 3.53 billion units. This is due to the current geopolitical situation, which provoked the withdrawal of a number of foreign brands from the Russian market. In addition, prices began to rise, accompanied by a drop in the income of Russians.^[8]

Sales growth of decorative cosmetics by 5.4% to 461.5 million units

In 2023, sales of decorative cosmetics on the Russian market reached 461.5 million units. Growth compared to the previous year, when 438.1 million units were sold, was recorded at 5.4%. The relevant figures are reflected in the BusinesStat report submitted on May 28, 2024.

The statistics released take into account sales of cosmetic powder and blush, eye and lip makeup products, manicure and pedicure products, foundation, concealers and primers. When compiling the report, BusinesStat takes as a basis the data of Rosstat (domestic production) and the Federal Customs Service (export and import). In addition, with the help of expert assessments and own studies of retail and wholesale trade, warehouse stocks, shadow production and other market factors affecting sales are calculated.

The study says that in 2019, sales of decorative cosmetics in Russia were estimated at 451.8 million units. This was followed by a significant decline associated with the COVID-19 pandemic. At the beginning of 2020, Russians, succumbing to panic over the threat of the spread of coronavirus, spent money on the purchase of goods in high demand: food with a long shelf life, personal hygiene and personal protective equipment. Against the background of the introduction of a self-isolation regime and the closure of retail outlets, sales of decorative cosmetics began to decline: by the end of 2020, the demand for such products fell by 9.6% - to 408.6 million units. In 2021, a slight increase followed - by 0.5%, to 410.5 million units. And in 2022, the industry began to recover: the demand for decorative cosmetics rose on an annualized basis by 6.7%.

The report said the increase in sales was driven by the expansion of brand assortment and diversity, as well as the development of online channels. Perfume and cosmetic retail chains and convenience stores also stimulate demand, since they offer relatively inexpensive products and are within walking distance.^[9]

The largest chains selling cosmetics in Russia have been named - a study by Infoline Analytics

In mid-April 2024, the research company Infoline Analytics published data on the largest chains selling cosmetics and perfumes in Russia. In the first place remained the network "Magnet Cosmetics," which sales in 2023 amounted to 200.7 billion rubles against 192.4 billion rubles in 2022.

As noted by "Vedomosti" with reference to the materials of "Infoline-analytics," "Magnet Cosmetics" falls into the wider category of "cosmetics and drogery," since it also works with goods for personal hygiene and household chemicals. 

Named the largest chains of cosmetics stores in Russia at the end of 2023

In second place among cosmetics sellers in the Russian Federation is the L'Etoile network, taking into account the Girlhood network belonging to it (Alcor & Co LLC and Taber Trade LLC; sell cosmetics and perfumes). This group in 2023 earned a total of about 104.2 billion rubles.

According to the representative of L'Etoile, in 2023 the chain launched 42 new stores and five regional warehouses, the total number of points increased to 1000. "Girlfriend" increased its network at once by 216 points, to 528 stores.

The leading top three list included the Golden Apple, which significantly increased revenue in 2023 - one and a half times, to 93.4 billion rubles. The representative of the retailer associates the rapid growth with the development of online sales: their share in the company's total revenue for the year increased from 37% to 50%.

In fourth place in the rating of "Infoline-analytics" for 2023 is the network "Smile of the Rainbow" with revenue of 36 billion rubles. It is followed by Rive Gauche and Ile de Bote with 35 billion and 8.5 billion rubles. respectively. If we take into account the marketplaces in the rating, Wildberries will take the second place - experts estimate its sales in the category of "cosmetics and drogery" at 166.8 billion rubles. Ozon would take fifth place (80.4 billion rubles^[10]

2022

Decrease in the professional cosmetics market by 4.8% to 81 billion rubles

In 2022, professional cosmetics were sold in Russia in the amount of 81 billion rubles, which is 4.8% less than a year ago. Such figures in mid-December 2023 were released by BusinesStat analysts.

According to them, the fall in the professional cosmetics market is due to a change in the sales structure: consumers began to focus on more budget products in the face of a decrease in disposable income and withdrawal from the market of large foreign manufacturers (L'Oreal, Wella, Londa, Schwarzkopf, Redken, Kerastase, Allergan and others). In addition, in 2022, part of the active visitors to beauty salons, the main consumers of professional cosmetics, who spent significant funds on self-care every month, left Russia.

As noted in a study by BusinesStat, published in December 2023, in previous years, sales of professional cosmetics in money grew annually, which was facilitated by several factors, namely:

• continuous updating of product lines by manufacturers and high marketing activity of market participants;
• increased attention of Russians to health and self-care, which increased during the pandemic.
• development of online sales and marketplaces.

The following companies were named the largest manufacturers of professional cosmetics in 2022:

• "NTS" Gradient ";
• "Cotton Club";
• «ARNEST»;
• "Unicosmetic";
• Aerosol Novomoskovsk LLC.

According to analysts, in 2022, Russian space companies purchased abroad about 5 thousand items of raw materials used in the production of cosmetics. Despite the fact that most of the procurement channels were reoriented to India and China, dependence on imports of raw materials from the EU remained high.^[11]

Shampoo sales cut by 13.8% to 331m

Shampoo production in Russia in 2022 decreased by 13.8% compared to the previous year (to 331 million units), while in 2021 an increase of 5.1% was recorded (to 384 million units). This is evidenced by data from analysts BusinesStat, released in June 2023

According to the study, for the period 2018-2022. the production of shampoos in the Russian Federation decreased by 26%. It is noted that in 2022, due to the complication of foreign policy relations, difficulties arose with the supply of raw materials for production to Russia. Many ingredients for shampoos were of foreign origin, all large Russian cosmetic companies with their own and contract production depended on European raw materials.

In Russia, there is a production of basic components such as glycerin, propylene glycol, gelling agents, and among domestic companies there are manufacturers of extracts, fragrances and surfactants - but this is only a small part of the raw materials necessary for the production of shampoos. The main alternative suppliers of raw materials are China and India, part of the components can be supplied to the Russian market from Turkey. However, the change in the recipe of production, as well as the search for new suppliers, led to a decrease in production volumes and an increase in its cost. It is important to take into account that not all imported components can be adapted for Russia. For example, Brazilian components for the production of hair products are not suitable for most Russians due to the difference in hair types, the researchers point out.

According to them, a positive moment for Russian manufacturers was the weakening of competition in the Russian market. After the departure of foreign brands, the assortment in Russia decreased significantly, and retailers were forced to replace the fallen assortment with Russian counterparts. According to retailers, they began to cooperate even with small brands, which was not observed earlier. A bill has been prepared on quotas for the share of the shelf in retail chains. According to the initiative, Russian retail will be obliged to have domestic goods on the shelves in a certain amount.^[12]

Decrease in sales of decorative cosmetics by 2.5%, up to 400 million packages

At the end of 2022, about 400 million packages of cosmetics were sold in Russia, which is 2.5% less than a year earlier. Such data was recorded by BusinesStat analysts. They published the study in May 2023.

According to experts, the demand for decorative cosmetics in the Russian Federation decreased due to a significant increase in prices combined with a drop in the disposable income of Russians. After the start of the military special operation of the Russian Federation in Ukraine, there was an exuberant demand for a number of cosmetic brands in Russia, as buyers were afraid to face a shortage of products. However, in the future, sales began to fall.

The departure from the Russian market of a large number of foreign brands, as well as the desire of consumers to save money, spurred the demand for inexpensive decorative cosmetics of domestic production. In turn, retailers began to expand the representation of Russian products on their shelves in order to replace the fallen import assortment. Against this background, the share of domestic products on the Russian market increased from 27% in 2021 to 31% a year later.

According to BusinesStat, in 2022, the export of decorative cosmetics from Russia decreased by 24.3% compared to 2021 and amounted to 66.7 million packages. Until 2022, the main foreign buyers of Russian decorative cosmetics were Kazakhstan (29.8% of total exports in 2021), Belarus (19.9%) and Ukraine (12.0%). In connection with the conflict, supplies to Ukraine fell sharply (by 9 million by the end of 2022), there was a decrease in exports to EU countries and other countries of the world.

In 2022, due to a decrease in the natural volume of supplies, export turnover in monetary terms decreased by 11.6% and amounted to $104.4 million, according to BusinesStat. Analysts added that in 2022, demand for cosmetics was supported largely due to the development of drogery format stores and online platforms.^[13]

Sales of face care cosmetics in Russia decreased by 22%

At the end of 2022, sales of face skin care cosmetics in Russia amounted to 355 million packages, which is 22% less than a year earlier. Such figures BusinesStat led in May 2023.

According to them, the market contracted due to a significant increase in prices combined with a drop in disposable income of Russians. In addition, sales were negatively affected by a reduction in the range of cosmetics on the Russian market due to the cessation of supplies of foreign brands, including Biotherm, CeraVe, Clinique, Helena Rubinstein, L'Oreal, La Roche-Posay, Lancome, Shiseido, Vichy, etc.

The study notes that the complications of foreign policy relations in 2022 also led to difficulties with the supply of raw materials for the production of cosmetics in. Russia About 60-70% of ingredients for cosmetics are of foreign origin. All large Russian cosmetic companies with their own and contract production depend on European raw materials. In Russia, there is a production of basic components such as glycerin, propylene glycol, gelling agents - but this is only a small part of the raw materials necessary for the production of cosmetics. As alternative suppliers of raw materials, it is mainly considered China and, India some of the components are planned to be supplied to the Russian market from, Turkey according to BusinesStat.

After a significant increase in the export of face cosmetics from Russia in 2020, in 2021-2022. supplies decreased by 6.5-8.3% per year and at the end of the period amounted to 85.2 million units. At the same time, the volume of exports of these products in monetary terms in 2022 increased - by 7.8% compared to 2021 and reached $138.2 million. The main impact on the dynamics of export turnover in 2018-2022. had a change in supplies in quantitative terms, experts added.^[14]

Sales of pharmacy cosmetics in Russia sank by 10.8%

Sales of pharmacy cosmetics in Russia in 2022 amounted to 148.5 million packages, which is 10.8% less than a year earlier. At the same time, the market volume in money grew by 10.4% and amounted to 49.9 billion rubles. This is evidenced by data from the DSM Group, released in April 2023.

According to experts, sales of cosmetics in pharmacies in the Russian Federation in 2022 were the highest in several years. This was partly due to the demand for selective cosmetics, which grew by 16.4% in money at the end of 2022. During this 12-month period, cosmetics took third place (after drugs and dietary supplements) in the sales structure of pharmacies.

In 2022, Russian pharmacies sold about 2,400 different brands of cosmetics (24.6 thousand items). At the same time, manufacturers offered the consumer more than 260 new brands. The most successful of them were the following brands:

• 110 place - STM cosmetics Enlu Lab (Maryvery company), which is a series of face products;
• 142nd place - cosmetic gels for sprains, bruises, diseases of the joints of an inflammatory nature "Artelar" (STM manufactured by "Pharmacy Service Plus");
• 158th place - a series of cosmetics mass-market Malinia London (Maryvery company), including products for problem hair, as well as thin and dry skin.

These products entered the top 200 in terms of sales in money, since their sales for the analyzed period in total exceeded 194 million rubles.

According to the study, in 2022 the share of cosmetics ordered in pharmacies via the Internet amounted to 15% or 7.5 billion rubles, which is 4 pp more than a year earlier, and the increase in online is 53%). Selective cosmetics, which are presented mainly in pharmacies (such brands as La Roche-Posay, Vichy, Bioderma, etc.), are more often booked via the Internet - its share is 18.6%. This is due to the fact that the consumer actively uses online shopping platforms in order to choose the optimal price. It is premium cosmetics that have the maximum weighted average cost of packaging (1163 rubles), therefore, in this category, sensitivity to price is more high, noted in the DSM Group.

Pharmaceutical market of Russia 2022

Russia imposed duties of 35% on individual perfume and cosmetic products from hostile countries

Russia introduced by the end of 2023 duties in the amount of 35% in relation to individual perfume and cosmetic products and household chemicals from,,,, and USA Canada Britain. Australia New Zealand Poland

Growth in the share of sales of Russian cosmetics up to 30%

The share of purchases of foreign cosmetics in the three quarters of 2022 decreased to 70%. Accordingly, the share of purchases of Russian cosmetics for the same period increased to 30%, a year earlier for the same period, the share of domestic manufacturers was equal to 23%.

2020: Sales of cosmetics via the Internet in Russia increased by 158%, to 95 billion rubles

In 2020, 83 million orders for the purchase of cosmetics were made in Russian online stores, which is 158% more than a year earlier. In money, the market volume grew by 99%, to 95 billion rubles with an average purchase check of 1,150 rubles (-23% by 2019). This is evidenced by the data of the analytical company Data Insight, released in early August 2021.

The study includes 58 stores specializing in the sale of decorative and care cosmetics, perfumes, products for manicurists, pedicures and makeup artists.

The first place in terms of online sales of cosmetics at the end of 2020 was taken by Wildberries, the second and third - Ozon and Letoile, respectively. 83% of orders and 53% of segment revenue came from Wildberries and Ozon.

All stores included in the study use courier delivery, 95% of them - delivery to pickup points. 86% use the services of the Russian Post. 52% of stores from those included in the study are registered on Yandex.Market. The most popular social networks in the segment are Instagram (91% of stores are located) and VKontakte (89%).

The share of online cosmetics stores in 2020 accounted for 10% of the Russian online trading market in terms of the number of orders and 4% in terms of sales in rubles.

Of the online cosmetics stores included in the TOP1000 of online retailers, non-capital regions account for only 18% of stores, including 3 stores registered in the Sverdlovsk region, another 3 in other regions of the Urals and the Asian part of Russia, 4 in non-capital regions of European Russia.

In the segment of online cosmetics stores, conversion in 2020 amounted to 5.1% (5.1 orders per 100 site visits). The nearest indicators for online bookstores and online clothing, footwear and accessories stores are 5.9% and 4.5%, respectively.^[15]

Notes