Kix Beauty

2026: Brand Launch

In January 2026, it became known that the Internet Solutions company, the head structure of the Ozon marketplace, filed an application for registration of a trademark with Rospatent to launch the production of cosmetics under its own brand Kix beauty. The first line of products under this brand is planned to be released in the first quarter of 2026.

As the representative of Ozon told Vedomosti, the first line will include body care products such as batters (solid cosmetics based on oils) and foot creams. Production will be organized at the facilities of Russian factory partners, which will give them the opportunity to increase production volumes. Sales of the new line will be carried out exclusively on the Ozon marketplace site.

𝓲

Фото: Freepik

The company does not disclose investments in the project. According to Mikhail Burmistrov, general director of the Infoline-Analytics analytical agency, the total cost of launching the line may amount to about 100 million rubles.

Irina Bolotova, an expert at the Pro.Stora shopping space optimization service, points out that the final volume of investments depends on the cost of goods, logistics costs and marketing budget. She considers the segment of body care products promising for launching its own brand (STM), since these products are distinguished by high demand and frequency of purchases.

According to Bolotova, Ozon has a competitive advantage in the form of its own platform. This allows the company to independently set prices and control promotion.

According to the analytical center "Check Index," the number of purchases in the category of cosmetics in 2025 increased by 4% compared to 2024. The sale of care cosmetics of the Golden Apple network in 2025 increased by 30% in monetary terms and by 25% in physical terms.

According to Forbes, Ozon follows the general trend in the development of its own brands among online retailers. In the fall of 2024, Yandex Market allocated the STM direction to a separate division of Yandex Factory, whose portfolio includes over 9,000 product items, as the representative of Yandex Market told Vedomosti^[1][2]

Notes