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The Russian Beauty Market by the Numbers

Contact Author Audrey Latimer
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During InterCharm 2018, held in Moscow on October 24-27, 2018, there was a special focus placed on the current state of the Russian beauty market, and it's potential for growth and expansion. 

Russia currently occupies 4% of the global beauty market, according to Anna Dycheva-Smirnova, managing director, Reed Exhibitions Russia. Volume-wise, it currently sits in 4th place in Europe behind Germany, France and the U.K. As far as per capita consumption of cosmetics, Russia comes in 6th place globally. 

A Snapshot of the Russian Beauty Market

Consumption Habits and Exporting Countries

  • 99% of Russian women surveyed said they buy beauty products regularly, Dycheva-Smirnova stated.
  • 65.5% of those surveyed stated they seek out personal care products with natural ingredients. 
  • France is the "indisputable leader" when it comes to cosmetic exports to Russia, especially skin care and perfumes, followed by Germany, Poland and Korea.

How Russians buy Cosmetics and Perfume

  • 31% of the Russian beauty market is perfume and cosmetic chain stores, according to Anna Anisimova of GfK Rus;
  • 12% of the market is direct sales;
  • 12% of the market is hypermarkets;
  • 11% of the market is non-chain stores;
  • 10% of the market is e-commerce;
  • 10% of the market is other channels;
  • 9% of the market is discounters; and
  • 5% of the marker is supermarkets.

Key Trends in Retail

  • In terms of imports during 2017, shampoo, eye makeup, lip makeup and powders reached more than 15% growth, according to Maxim Borovikov of RBC Market Research.
  • Cosmetic and perfume retail in Russia grew by 7.5% in 2017.

Face Care

  • The Russian face care sector grew at a CAGR of 8.4% during 2012-2017 and is expected to grow at a CAGR of 3.9% during 2017-2022, according to Sumit Chopra of Global Data.
  • Face care makes up up 71% of the Russian skin care market due to an increase in demand for anti-aging products.
  • Premium and mass face masks are the fastest growing category.

Makeup

  • Makeup grew at a CAGR of 7.4% during 2012-2017 and is expected to grow at a CAGR of 3.8% during 2017-2022, according to Chopra. 
  • 39% of the makeup market is lip makeup.
  • 32% of the market is eye makeup.

Hair Care

  • Hair care grew at a CAGR of 5.3% during 2012-2017 and is expected to grow at a CAGR of 3.7% during 2017-2022, according to Chopra. 
  • 50.6% of the Russian hair care market is shampoo. 
  • Hair care products boasting natural ingredient claims are becoming increasingly popular with Russian consumers. 

Body Care

  • Body care grew at a CAGR of 8.4% during 2012-2017 and is expected to grow at a CAGR of 3.9% during 2017-2022, according to Chopra.
  • 13.8% of the Russian skin care market is body care, making it the second largest category behind face care.

Bath Care

  • Bath & shower care grew at a CAGR of 5.9% during 2012-2017 and is expected to grow at a CAGR of 5.9% during 2017-2022, according to Chopra.

Male Care

  • Male care grew at a CAGR of 6.8% during 2012-2017 and is expected to grow at a CAGR of 1.8% during 2017-2022, according to Chopra.
  • Men's disposable razors held the largest market share of 63% in 2017.
  • Aftershaves and colognes are expected to grow at a CAGR of 3.4% from 2017 to 2022.
  • 29% of Russians who agree with the statement "I spend a lot of money on cosmetics and skin care products" were male, according to Irina Bolo of Ipsos.

 Sun Care

  • Sun care grew at a CAGR of 6.4% during 2012-2017 and is expected to grow at a CAGR of 3.2% during 2017-2022, according to Chopra.
  • Russian consumers are reportedly seeking multitasking products, i.e. UV, pollution and free radical protection. 

Fragrance

  • Fragrance grew at a CAGR of 5.8% during 2012-2017 and is expected to grow at a CAGR of 3.1% during 2017-2022, according to Chopra.

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