The Russian cosmetics and perfumery market has reached 1.11 trillion rubles, and the number of domestic manufacturers has doubled in three years.
The Russian cosmetics and perfumery market is showing steady growth, recovering faster than all other non-food retail. According to the INFOLine analytical agency, sales of cosmetics, perfumes and body care products in 2024 reached₽1.11 trillion, showing an increase of +16.8% compared to the previous year.
NielsenIQ experts in the study "Trends in cosmetics and personal care 2024" note that the largest care categories in monetary terms grew at double-digit rates against the background of the overall growth of non-food products FMCG by only 8.6%. The dynamics of the categories is impressive:
- "Body care" — an increase of 22.5%;
- "Facial cleansing" — an increase of 18.5%;
- "Hair care" — an increase of 13%;
- "Deodorants" — an increase of 10.6%.
The key growth driver was the expansion of the online channel: the share of online sales in self-care categories reached 34.2% in 12 months, compared to 26.9% a year earlier. "Now more than a third of such products are sold online," says Anastasia Chuvaeva, head of the NielsenIQ analytics group.
"Self-care products are no exception: online stores and marketplaces often provide more opportunities for choosing products, including cosmetics from the premium segment, products with vitamins and minerals, and eco-friendly products," comments Anastasia Chuvaeva.
The marketplaces themselves confirm the boom in demand. In the first half of 2024, demand for Ozon care products increased by 51% in monetary terms, and the number of sellers in the category increased by 83%. Cosmetics sales on Wildberries increased by 15% in the three quarters of 2024, and the turnover of beauty products on Yandex Market increased by 60%.
The production of domestic products increased by 16% over the year and amounted to almost 464,000 tons. According to the organizer of the InterCHARM exhibition, Anna Dycheva-Smirnova, the number of companies in the field of perfumery and cosmetics production has increased from 600 to 800, and there are 230 production sites in the country.
"In the first six months of 2024, the industry has made a huge leap in terms of increasing production and the emergence of new players in the market. 95% of the sites are small and medium—sized enterprises. The manufacturing industry employs 21,000 people," says Anna Dycheva-Smirnova.
The departure of Western brands (L'Oréal, Estée Lauder, Chanel, Givenchy) has created a structural vacuum that local players are filling at a record pace. The share of Russian brands in the market has grown from ~25% in 2020 to ~40% in 2024-2025. More than 70% of consumers have a positive attitude towards domestic brands, and for 50% the label "Made in Russia" is a serious motivation to purchase.
NielsenIQ names local manufacturers as the most successful innovations of 2024: Love Generation (NTS Gradient), My Muse (Grass), Sanfito (Stupinsky Chemical Plant), Q'Men (Arnest Group of Companies).
Changes are also taking place in consumer behavior. According to Romir, over the past five years, Russians' spending on cosmetics has increased by 55% to 10,246 rubles per year per person. The average age of the first purchase of cosmetics decreased from 17 years (2019) to 14 years (2024), and the vector shifted from decorative cosmetics to care.
According to the forecast of Mikhail Burmistrov, CEO of INFOLine Analytics, by the end of 2024, the market could grow by at least 16%, and its capacity could exceed 1.1 trillion rubles. In the long term, Statista estimates the average annual growth rate of the market in 2024-2028 at 10.36%, which indicates the continued high investment potential of the industry.
