Sales of cosmetics from Belarus have increased in Russia. It finds its customers among people who prefer the mass market and low prices.
After many foreign cosmetics manufacturers left the Russian market, retailers began to fill the void with products from Belarusian, Turkish and Korean brands. Over the past year and a half, sales of Belarusian cosmetics in Russia have increased significantly – by almost 80%, both in offline stores and on online platforms. This was confirmed by experts and market participants in an interview with Shopper’s media group.
Russian consumers are attracted by the availability and high quality of Belarusian cosmetic brands.
The products are in demand among buyers who choose mass market and low price products.
For example, the Podruzhka chain of stores currently offers more than 700 product items of Belarusian cosmetics, and Letual has added over 5 thousand new items. At Magnit you can also find skincare and decorative cosmetics from Belarus, and at Wildberries and Ozon, sales of Belarusian goods have increased significantly in comparison to last year.
At the same time, Belarusian brands have to compete with Russian, Korean and Turkish manufacturers. So far, retailers are more likely to choose products from Belarusian brands than from Russian manufacturers who have just started producing cosmetics.
The executive director of the Association of Manufacturers of Perfumery, Cosmetics, Household Chemicals and Hygiene Products, Pyotr Bobrovsky, spoke about this.
“As for the domestic market, we can say with confidence that the period of recession has ended, now the situation is gradually stabilizing, and positive dynamics are observed,” notes Ksenia Maksimova, wedding stylist and makeup artist. — After the start of a special military operation, a number of Western brands announced the closure of their stores in Russia. The complicated geopolitical situation and sanctions have led to difficulties in supplying raw materials for the production of cosmetics to Russia. A number of Russian cosmetics companies depended on European raw materials – about 60–70% of the ingredients used in the cosmetics industry were previously supplied to our market from abroad.”
According to Ksenia Maksimova, this year the domestic market has been “renewed” – it has been replenished with about 130 new domestic brands and about 200 from friendly countries.