Beauty cosmetics or become the next dark horse of Russian e-commerce


Beauty cosmetics or become the next dark horse of Russian e-commerce

According to YooKassa data, in 2022, the sales of Russian beauty cosmetics e-commerce reached 38.35 billion rubles (about 3.9 million US dollars), and the share of beauty and health products in the Russian e-commerce market accounted for 7.7%, ranking the top five in sales.

Prior to this, Russia’s beauty market was mainly occupied by some European and American brands, including Estée Lauder, Fa, Palmolive, Lush, NYX, Kiehl’s, Wella, Guerlain, Dior and so on. As we all know, since the conflict between Russia and Ukraine in 2022, the West has imposed unprecedented sanctions on Russia, and a large number of companies have withdrawn.

This phenomenon has led to a large number of gaps in the beauty market, providing opportunities for other brands and emerging enterprises to enter the market. For example, China’s beauty brand Perfect Diary has emerged in the Russian market, and its market share is growing. In addition, Russian local brands such as Henney and Svoboda have also gained some recognition in the domestic market.

The Russian beauty market is in a reshuffle period, with new and old brands alternating. Russia did not encounter the economic avalanche as expected by the west, but lived well. The Russian beauty market is expected to expand further. If you are a cross-border e-commerce company doing beauty categories, you can consider it.


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