Russia - Commercial Guide
Cosmetics and Perfumery - Finished Goods

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

Last published date: 2019-10-13

Overview>

The Russian market for perfumes and cosmetics represents 2.3% of the global market. According to M.A. Research, a Russian market research company, the market grew by 3.9% in 2018, reaching $12.6 billion.

In Russia, perfumery and cosmetic retail sales rely heavily on imports: the share of imported products in the Russian market exceeds 60%, and for cosmetics raw materials and ingredients, likely exceeds 80%.

Over the past five years, there have been no major changes in the structure of sales. The balance of products sold in Russia in different price segments has been stable recently, with mass-market products at 81% and luxury cosmetics at 19%.

Perfumery and cosmetic retail chains remain the growth drivers of the market, including drug store chains, which made up about 75%  of the market in 2018. The ranking of the largest perfumery and cosmetic networks in Russia is as follows: L'Etoile is in the leading retail chain, second place is the drug store chain Magnit, and the third largest is the retail chain Rives Gouch. In recent years, drug store chains have become important players in the beauty retail market: Ulybka Radughi, Podruzhka, Ruble Boom, Sangui Style.

The market continues to follow the trend of a healthy lifestyle, including the use of environmentally friendly cosmetics and perfumes, without harmful additives. Over the past few years, organic, handmade cosmetics have become popular, and as a result, small regional retail chains and online stores specializing in sales of such cosmetics have appeared. Major players in this segment include Yves Rocher, The Body Shop, Natura Siberica, Organic shop, L'Occitane, LUSH, Spivak, and other companies.

According to Mediascope TGI, a Russian research agency, the male end-user segment of the beauty products market is also growing - 97% of men 16 years and older have used some cosmetic or perfume product in the last six months. The most dynamic growth has occurred in face care, body care, hair care, and hair dye segments.

The organic cosmetics market in Russia is developing dynamically: the average annual increase is 8–10%. It is expected that the Russian market for organic cosmetics will double by 2020. At the same time, in absolute figures, this volume will remain comparatively small, at no more than $62 million.

Leading Sub-Sectors>

Anti-aging and salon-use aesthetic products are poised for expansion and development in Russia.  The best sales prospects include the following categories: affordable make-up, skin and hair care products from bargain to mid- price level, professional skin and hair care products for beauty salons, manicure and pedicure products, cosmetics for children, and niche perfumery.

Opportunities>

•              Russian consumers tend to choose products with natural ingredients.
•              Interest in natural perfumery and innovative perfumers is increasing.
•              There is growing interest in multifunctional products, such as color-correcting and blemish-balm (“CC” and “BB”) creams and advanced skin hydration technologies.
•              Russian men tend to purchase simple and universal hair care products.  For example, ‘two-in-one’ shampoos for hair and body have become widespread.

Trade Events>

Intercharm
October 23-26, 2019
Moscow

Web Resources>

Association of Manufacturers of Perfumery, Cosmetics, Household and Hygiene goods
Russian Association of Perfumery and Cosmetics  
Spa and Wellness International Council
Society of Aesthetic Medicine of Russia
 

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