Russian Beauty and Personal Care Market: Trends and Consumer Preferences

The Russian cosmetics market has undergone a significant transformation in the last two years, leading to the emergence of new brands and trends. As foreign manufacturers leave and new players enter the market, notable changes are happening. It is worth noting that in 2022, about 66% of respondents reported no inconvenience due to the departure of foreign firms. Moreover, 77% of Russians have found domestic substitutes for foreign products, such as cosmetics, and now favor them.

This poses the question of how these developments will affect the future of the cosmetics industry in Russia and the opportunities for new brands. For additional details, please refer to our material. 

Cosmetics Market Overview in Russia

The cosmetics market in Russia is experiencing steady growth, with a corresponding increase in investment. Advertising expenditure in the industry is expanding, and consumer interest in products is also on the rise. It is essential for companies to develop and implement effective marketing strategies to gain a competitive edge in the market.

The introduction of sanctions policy towards Russia by the US and Europe in 2022 caused major players, controlling 70% of the market, to exit and such brands as Fa, Palmolive, Lush, NYX, Wella, Dior, L'Oreal, Guerlain, Make Up For Ever and Kiehl's, to leave the Russian market. Consequently, the segment's development has been impacted, leading to a 25% reduction in the range of products available in retail shops in 2023.

The market not only adapted to the new brands but also thrived. By 2023, the beauty segment had already accounted for $3.04 million, and the cosmetics market in Russia is projected to generate a revenue of $3.12 billion in 2024, with an impressive annual growth rate of 2.69% (CAGR 2024-2028).

Revenue increased by $3.47 billion across all segments in 2023. The facial and personal care category remains the leading segment, accounting for 70% of sales, followed by makeup at 25% and perfumes at 5%. Serum sales have increased by 22% over the past 12 months, making it the best-performing product format in the facial category. This is a testament to the effectiveness of active promotional campaigns aimed at advertising the range of these products.

By 2024, non-luxury products are expected to dominate the cosmetics market in Russia, accounting for 67% of the market share. Despite this, luxury items still maintain a significant presence, holding 32% of the market share.

Online sales are predicted to represent 19.2% of the total revenue share in the beauty and personal care market by 2024, which is a 3.3% increase from 2023. This growth is due to the rising popularity of marketplaces and online stores that offer customer discounts and special promotions from brands.

The evaluation of the Russian cosmetics market can be based on the manufacturer brands, which include domestic products and those of new companies that have entered the market. 

It is worth noting that an emerging trend in Moscow is the growing interest in Korean cosmetics, as evidenced by the significant increase in traffic to popular online marketplaces. In January 2024, there was a remarkable 28% surge in visitors to these marketplaces, primarily in the Moscow region. 

Korean cosmetics have gained immense popularity in Russia owing to their wide range of products and affordability. With a plethora of brands catering to all skin types and constantly innovating with new products, experts predict that Korean cosmetics will soon replace luxury brands that have exited the Russian market. 

The Russian beauty sector presents a promising opportunity for new brands, as evidenced by the success of Korean companies. Local brands successfully compete by offering a variety of products to consumers. 

Marketing plays a key role in product promotion. Russian consumers value not only a product's functionality but also the ideas that a brand presents.

A Key Trend in the Beauty Market in Russia

From 2023 to 2024, there is a significant trend toward eco-friendly cosmetics, which may explain the popularity of Korean brands that have already adopted this ‘green’ stance. By aligning with important market trends, such as the demand for environmental conservation and sustainability, these brands gain additional intangible value and a competitive advantage over their rivals. 

The demand for products with recyclable packaging and cosmetics that are not tested on animals is driving the growth of eco-focused product development. Customers are increasingly scrutinizing the composition of cosmetics and showing a preference for those with organic components. This trend towards natural ingredients is evident both in the digital space (63%) and in traditional retail (67%).

 

 

 

 

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The market share of eco-friendly cosmetics has significantly increased, with sales growth of 18% compared to the overall cosmetics category growth of 4.3%. This segment will continue to expand and outperform the market overall by a factor of four. Stores are introducing specialized sections on their websites, and brands are actively integrating environmental initiatives into their strategies to respond to this trend.

To maintain the eco-trend, beauty brands must enhance their manufacturing and packaging processes and actively demonstrate their environmental responsibility to their target audience.

Collaborating with influencers is a powerful way to achieve this. Bloggers and celebrities are increasingly popular in cosmetics advertising as they create content that captures the attention of their audience and inspires trust.

Our agency's systematic approach to selecting and collaborating with beauty bloggers on YouTube resulted in high demand for Celimax brand products, particularly the Celimax Noni care products line. The effectiveness of the campaign resulted in the ‘sold out’ of the product in the popular beauty market Golden Apple. We successfully collaborated with six popular YouTube channels, showcasing our expertise in influencer marketing. The integrations blended seamlessly with the bloggers' content, capturing audience attention and increasing interest in Celimax products.

This is one of many effective options. RMAA has extensive expertise in promoting beauty brands in Russia and the CIS. Fill out the contact form on our website and contact our manager to start cooperation.

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