Naturalistykа

History

2023: Company Launch

At the end of March 2023, it became known about the creation of Naturalistyka in Russia, which will produce natural cosmetics and household chemicals under the brand of the same name. According to Kommersant, the project is being developed by Vision Chain, owned by Principle of Healthy Lifestyle JSC, whose general director is Alexey Chetvergov, chairman of the board of directors of Chernogolovka.

Yuriy Goryakov, general director of Naturalistyka, told the publication that by the end of March 2023, the company's assortment includes about 30 items of goods in the middle plus segment, and a new line of 12-15 products in the middle price segment will appear in the near future. Products include shampoos, shower gels, antiperspirants, dishwashing balms and dishwasher tablets.

In the near future, Naturalistyka will have a new line of 12-15 products in the middle price segment

Naturalistyka is produced under contracts at the facilities of other Russian perfume companies, follows from the declaration of brand compliance referred to by the newspaper. Products are sold on marketplaces, in the online stores "L'Etoile" and "Golden Apple."

Selling on marketplaces is an attempt to test interest in their goods with minimal marketing costs, Kommersant quotes Pyotr Bobrovsky, executive director of the Association of Manufacturers of Perfumes, Cosmetics, Household Chemicals and Hygiene. However, the company is now negotiating the supply of new products to all retail chains.

Naturalistyka products may be in demand, since part of the niche has been vacated, the publication says. At the same time, the bet on natural cosmetics looks like a good move - in 2022, almost 60% of buyers treated brands with a focus on ecology better, the newspaper writes.

However, new manufacturers, entering this market, often face serious difficulties, not knowing how to correctly determine the percentage of naturalness of the product, what raw materials are such and how to check its quality, said Ekaterina Brem, director of the research and development department of Natura Siberica Group.^[1]

Notes