Private-label brands are increasingly gaining ground in the Russian cosmetics market

Since numerous foreign cosmetics companies withdrew from Russia in 2022, Russian manufacturers have been gaining an increasing share of the market. According to the National Consumer Protection Association, the market share of foreign cosmetics and perfume brands was still 80% in 2021. Four years later, the Russian beauty market looks quite different: According to the Ministry of Economy, the market share of Russian perfume and cosmetics brands stood at 68% in 2025, with a localization rate of 51%.

The market leader in the Russian cosmetics market is Zolotoe Yabloko (Golden Apple), a company based in the Ural metropolis of Yekaterinburg. Last year, the cosmetics chain generated revenue of 205.1 billion rubles (2.2 billion euros), an increase of approximately 32% over the previous year. The second-largest cosmetics retailer by revenue was L’Etoile with 83.9 billion rubles (900.3 million euros), a 6.1% decrease from the previous year. Third place goes to Rive Gauche with revenue of 40.5 billion rubles, equivalent to 434.6 million euros (+4.8).

According to Zolotoe Yabloko, Russia’s top-revenue cosmetics retail chain, Russian brands accounted for a total of 50% of the market share in April 2026. By category, Russian brands accounted for 30% of decorative cosmetics (makeup), followed by French (20%) and South Korean (12%) brands. In the perfume segment, French fragrances are the undisputed leaders with a 50% share. They are followed by Italian (about 15%) and U.S. perfumes (10%). Russian fragrances hold a 3% market share. In the skincare category, South Korean products are extremely popular (30%), followed by French (25%) and Russian (20%) brands.

Sales Lag Behind Revenue

Analysts at Alfa-Bank, Russia’s largest private financial institution, estimate the market volume of the Russian cosmetics and perfume market last year at 1.2 trillion rubles ($12.87 billion) last year; market data provider Infoline-Analitika estimates it at 1.3 trillion rubles ($13.94 billion). According to the analysts’ calculations, the beauty market grew by 7% and 15%, respectively, in value terms compared to the previous year. The main drivers of growth were inflation and the rise in consumer spending on cosmetic products, accompanied by a decline in total sales volume.

Overall, sales of beauty products totaled 3.9 billion units in 2025, a 2% decrease from the previous year. The market research firm BusinessStat notes a decline in demand across most cosmetics categories. Anti-aging skincare products are an exception—their sales rose by about 14% from August 2024 to July 2025. According to studies, 32% of Russian women use anti-aging cosmetics. According to a study by the classifieds platform Avito, Russians spend about 3,000 rubles (approx. 32 euros) per month on cosmetics.

Men Are Becoming Increasingly Conscious of Personal Care

More and more men are changing their attitude toward grooming products. According to experts, men are increasingly turning to cosmetics for skin care and to treat hair loss, viewing this not merely as a means to an end but as an important part of self-care. Last year, Zolotoe Yabloko reported a 30% increase in sales and a 15% increase in volume for men’s cosmetic products. Moisturizers, anti-aging creams, hair loss treatments, and eye patches were particularly popular.

Asian Brands on the Rise

Russian cosmetics retail chains are increasingly expanding their product ranges to include skincare products and perfumes from Asian countries. According to its own figures, Zolotoe Yabloko introduced 68 new Asian brands in the first half of 2026. The majority (40) of these came from South Korea, with the remainder consisting of brands from Japan, China, and other countries. Last year, the retail chain offered a total of 7,000 brands—500 of which (about 7%) came from Asia. L’Etoile carries 431 Asian personal care brands in its own product lineup: 220 from China, 186 from South Korea, and 25 from Japan.

The demand for Asian cosmetics is reflected in import figures. In the first half of 2026, Russia imported cosmetics from China and South Korea worth $323.7 million, according to data from the customs authorities of both countries. This represents a 37% increase compared to the same period last year. South Korea contributed cosmetics worth $212.6 million (+24 compared to the same period last year), while Chinese beauty products accounted for $111.1 million (+70). Anna Dytschewa-Smirnowa, a board member of the Russian Cosmetics and Perfumery Association, considers this development a global trend. She adds that for South Korean cosmetics manufacturers, Russia is one of the three largest sales markets.

Pyotr Bobrovsky, executive director of the Association of Perfume and Cosmetics Manufacturers, attributes the growing market share of Asian cosmetics brands to the strong ruble exchange rate this year and favorable logistics conditions. Russian importers have capitalized on these advantages and brought in larger shipments of cosmetics in advance, according to the executive director.

Sources: Mrstore, Incrussia, Forbes, Finmarket, Vedomosti, RBC, Shopper’s, TASS (all RU)

Source: German-Russian Chamber of Foreign Trade, Private-Label Brands Are Increasingly Conquering the Russian Cosmetics Market, August 7, 2026.

This article was prepared for the German-Russian Chamber of Foreign Trade.