Between January and May 2022, sales of Russian-made cosmetics in Russia showed a remarkable surge, rising roughly thirtyfold compared with the same period a year earlier. This finding comes from a study conducted by the online delivery platform SberMarket, with data compiled and released by the site socialbites.ca. The spike highlights a strong preference for locally produced beauty products during a period of economic and logistical fluctuation that affected consumer choices across the country.
According to the study, the five most popular Russian cosmetics brands over the first five months of 2022 were Divage, Ya Samaya, Librederm, Natura Siberica, and OLLIN Professional. Also featured among the brand rankings were Grandma Agafya’s Recipes and Nevskaya Kosmetika, indicating a diverse mix of well-established names and niche lines in everyday beauty routines. The report emphasizes that these brands captured the attention of a broad segment of shoppers who turned to familiar, locally sourced options for face creams, masks, and other essentials in skincare and cosmetics.
Consumer purchasing patterns on SberMarket reveal a preference for a range of Russian-made products. Popular categories included facial care items such as creams and masks, everyday skincare accessories like cotton pads, and makeup essentials including eyebrow gel and mascara. In addition, body care items such as scrubs and cream soaps were frequently selected, underscoring a demand for complete personal care solutions from domestic suppliers.
The platform currently aggregates offerings from seven retailers, giving shoppers access to a curated selection of cosmetics and hygiene products. The participating retailers cited in the study include Magnit Cosmetic, Rive Gauche, Rainbow Smile, Podruzhka, Perfume Leader, Belarusian Cosmetics, and Various Ideas. The collaboration among these retailers reflects a broader shift toward one-stop online shopping for beauty and personal care needs, especially during periods when convenience and reliability in delivery services become crucial for consumers.
Industry observers note that the prominence of Russian brands in online beauty shopping during early 2022 may reflect several factors, including consumer familiarity with domestic products, perceptions of value, and the growing penetration of e-commerce channels in the country. The findings also suggest that online marketplaces can act as influential hubs for brand discovery, enabling shoppers to compare formulations, prices, and user reviews in a centralized environment. The study highlights how digital platforms can shape purchasing behavior by offering transparent product information, competitive pricing, and convenient fulfillment options that align with the daily rhythms of modern life.
While the data focuses on Russia, the broader implications touch on how national brands can gain ground in a rapidly digitizing retail landscape. Brands that emphasize quality, trusted formulations, and accessible distribution tend to resonate with online shoppers who seek assurance and speed in their purchases. The ongoing evolution of e-commerce in beauty and personal care signals a continuing shift toward domestically produced options, paired with the convenience of online ordering and reliable delivery networks. Source: socialbites.ca, based on SberMarket data.