Russia - Country Commercial Guide
Cosmetics & Toiletries

This is a best prospect industry sector for this country. Includes a market overview and trade data.

Last published date: 2020-11-14

Overview

 

2017

2018

2019

2020 estimated

Total Exports

657 251

683 982

772 310

800 000

Total Imports

3, 112 753,

3, 338  849

3,475 227

3, 500 000

Imports from the US

188 671

226075

246000

268000

Total Market Size

8,600 000

8,800 000

12,500 000

11,000 000

Exchange Rates

58,25

62,78

64,55

73

(total market size = (total local production + imports) - exports)
Units: $ millions  
Source: Russian Foreign Trade

Since 2013, the Russian beauty market experienced annual growth and reached around $12.5 billion in 2019. Even after this growth, the Russian beauty market still has great business potential, taking into account market research that roughly 40% of women and 35% of men in Russia highly value the role of beauty products in their daily routines. Market experts forecast further growth at a compound annual growth rate (CAGR) of 5.09% during from2020-2024. Growth drivers for that period will be premium beauty and personal care products with high quality ingredients.

In Russia, the perfumery and cosmetic sector heavily rely on imports; the share of imported beauty products in the Russian market reached 65% in 2019. According to Rosstat, reports on monetary volumes of imported cosmetics the import leaders are the following countries: France, Germany, Italy, the United States, Poland, the United Kingdom, Korea, China, Ireland and Spain.

The leading players on the Russia beauty and personal care market are L’Oreal Group, Procter & Gamble, Beiersdorf AG, Avon Products, Inc., Unilever, The Estée Lauder Companies Inc., and the Shiseido Company.

Over the past five years, there have been no major changes in the structure of sales. Distribution is done through retail in shopping malls or standalone shops, while e-commerce is rapidly developing into a strong competitor to direct sales for all mass and premium brands. Leading market players tend to have presence in all forms of distribution channels. Due to increasing competition, innovation in the beauty sector is rather high. Companies focus on digital content and pricing.

According to M.A. Research, by the beginning of 2019, 276 drug store chains were operating in Russia that specialize  in the sale of household chemicals, household goods, cosmetics and similar formats. Perfume and cosmetic chains and retail pharmacy chains operate more than 19,500 stores in Russia. For the last three years, the total number of retail pharmacy chain stores has more than doubled from 9,600.

Leading retail pharmacy chains in Russia:
Magnit Kosmetik  — 5187 stores
Ulibka Radughi  — 799 stores
Rubble Boom  — 605 stores
Novex — 270 stores
Seven Days  — 250 stores
Podruzhka  — 237 stores
Fortuna  — 198 stores
Parfum-Leader  — 148 stores
Sem+Ya  — 132 stores
Vprok  — 104 stores

In 2019, there was nearly 25% growth in e-commerce trade in Russia. The majority of consumers still preferred offline shopping, but almost half of them also purchased beauty products online. According to market statistics, female consumers spent more in online beauty stores than in traditional shops. Males visited online stores less.

In 2020, while offline shopping traffic had a negative dynamic, especially in Moscow, major cosmetic retailers adjusted their businesses, investing and relying on e-commerce and on sales of various hygienic products. The sales of beauty products in online marketplaces such as Ozon and Wildberries are the main growth drivers. For example, in the first half of 2019, sales of beauty products in Wildberries grew by 158% compared to the same period in 2018, in Ozon in the first half of 2019, sales increased by 250%. Key sales drivers here are: large assortment of brands not represented in retail, constant discounts and promotions, as well as all-Russia expansion.

Based on the results of the first two quarters of 2020, market experts expect a sales decrease of no more than 10-15%: during the pandemic, online sales of cosmetics held at a steady pace. In addition, in Russia, the peak of sales of cosmetics fall from November - March, when restrictions on offline retail due to the pandemic are projected to lessen.

Leading Sub-Sectors

The Russian beauty market is showing significant structural changes that indicate a change in consumer priorities and, as a consequence, a change in their purchasing behavior. Among the main changes - a significant reduction in the share of spending on decorative cosmetics and perfumes and an increase in the cost of skin care cosmetics. Over the 2019 sales of skin care products increased by 3% in monetary terms and 10% in units, outpacing market growth in other sectors. The category has seen an increase in products that are positioned as natural, and anti-aging.  Facial masks and patches are the main drivers of the skin care segment. Their sales grew by 33% in monetary terms in 2019.

Opportunities

· Masks and face patches

· Skin care products

· Hair care products

· Baby cosmetics

Trade Events

Intercharm
October 28-31, 2020
Moscow

Intercharm Professional
April 22-24, 2021
Moscow

Web Resources

Association of Manufacturers of Perfumery, Cosmetics, Household and Hygiene goods Russian Association of Perfumery and Cosmetics Spa and Wellness

U.S. Commercial Service Contact
Yelena Alekseyeva, Commercial Specialist
Phone: +7 (985) 233 87 46

Yelena.Alekseyeva@trade.gov