My sun: why Russians are interested in Japanese cosmetics

The international exhibition Intersharm, which opened in Moscow on April 22, demonstrated the steady interest of Russians in Asian care cosmetics, which has been strengthening its position in the Russian market for several years. However, the range of the forum does not cover all products available in the country, for example, Japanese brands. About the key trends of cosmetics manufacturers from the Land of the Rising Sun, the trust of Russian consumers and the prospects of the market — in the material of Izvestia.

The market situation

Japanese cosmetics have become increasingly popular in the domestic market in recent years. It attracts attention with its high quality, innovative formulas, natural ingredients and proven effectiveness. However, like other Asian manufacturers, Japanese companies have had to adapt to new geopolitical and economic realities.

— For Japanese business, the Russian market remains one of the largest and most promising, despite the difficult geopolitical situation and sanctions. The cosmetics industry in Russia continues to grow: according to analysts, demand for care products remains stable, and buyers are actively looking for new brands, especially in the segment of innovative cosmetics," said Iori Endo, an investor and representative of the Japanese business community in Russia.

Japanese brands have not only maintained direct deliveries, but also strengthened cooperation with Russian distributors by building alternative delivery channels.

According to analysts, the volume of the Japanese market for beauty and personal care products was estimated at $32.05 billion in 2024. By 2029, this figure is projected to grow to $36.93 billion with an average annual growth rate of 2.87%. The segment of care cosmetics in the Russian market also continues to grow. In 2023, it grew by 15%, reaching a volume of 950 billion rubles. In 2024, the dynamics remained, with special demand in the niche of anti-aging and environmentally friendly products. The forecast of the market volume in 2024 was 1.1 trillion. At the same time, a significant share was accounted for by Asian brands.

According to Ekaterina Razina, CEO of Ikayuri, the strength of Asian and, in particular, Japanese brands lies in their attentive approach to every detail, high quality standards and constant introduction of modern technologies.

— Today, Japanese manufacturers create cosmetics that not only show results, but also make complex procedures available for home care. Separately, it is worth noting the philosophy of skin care and the desire for harmony, which are close to Russian customers. All this contributes to the formation of trust and sustainable loyalty to Japanese brands," she notes.

What the consumer wants

According to the NAFI analytical center, 76% of Russians pay attention to the country of manufacture of the product when choosing personal care products, cosmetics, and personal hygiene items. More than a third — 35% — always look at this, more often they are women living in cities with millions and holding senior positions. Another 41% of respondents take into account the country of origin of care and cosmetics from time to time, depending on the product category. This is more often done by high-income women.

In recent years, products with proven effectiveness, anti-aging formulations and products for deep skin hydration have come to the fore of the interest of Russian consumers. Asian cosmetics are perceived by Russians as safe and effective. Customers choose Japanese care products, focusing on the quality and naturalness of the components. However, manufacturers from Japan do not stop there, introducing innovative products to the market.

— We respond to this request with novelties, such as care products with taurine microneedles. Each of them contains hyaluronic acid and niacinamide. When applied, the microneedles gradually dissolve and deliver the active substances deep into the skin — without the need for injections, says Ekaterina Razina. — This approach gently stimulates the renewal processes and helps to keep the skin toned. It's convenient, it doesn't cause discomfort, and it really works — these are the solutions that are especially appreciated today.

Thus, Japanese manufacturers not only maintain their positions in the Russian market, but also form new trends by responding to audience requests.

Three trends from Japanese brands

Despite the external economic difficulties, the Russian market remains attractive for Japanese brands. They are not just exploring new territories, but also bringing with them innovative solutions in the field of skin care. Over the past two years, dozens of products from the Land of the Rising Sun have appeared on the shelves of Russian stores and marketplaces, promising a revolution in the beauty routine.

Japanese cosmetics have long been associated with high quality standards, but now the focus has shifted to high-tech solutions.

"Our key achievement is microneedle patches, a technology originally developed for the painless delivery of drugs and vaccines," explains Yoshifumi Fukumoto from Cosmed Pharmaceutical. — About 70 billion injection needles are used worldwide every year, from medical and dental to veterinary. Our goal is to offer the world an alternative, making skin and health care more comfortable.

In 2008, the company was the first in the world to adapt this technology for cosmetics. Today, microneedle patches with hyaluronic acid are widely available in Japan.

Enzymatic cosmetics are also among the hits — products with enzymes that accelerate cellular metabolism. Such tools are especially popular for dealing with the effects of stress and poor ecology. Equally popular are multifunctional products such as creams and serums that combine several effects, such as anti—aging care and UV protection.

Do no harm

According to Angelika Kvezerova, Candidate of Medical Sciences, plastic surgeon, dermatocosmetologist, the main advantage of Japanese cosmetics is hypoallergenic, which makes it an excellent choice for people with sensitive skin or a tendency to allergies. This is due to the fact that Japanese cosmetics are based on the desire to minimize the use of chemical ingredients and synthetic additives.

— Japanese cosmetics are unique in that they reflect the philosophy of skin care, which is based on respect for nature and harmony. The cosmetology industry in Japan originated only in the second half of the last century. Before that, only folk remedies were used. Therefore, any product appearing on the Japanese cosmetics market is distinguished by its environmental friendliness and high quality of safety," the doctor notes.

Experts note that Japanese brands are increasingly cooperating with Russian aesthetic medicine clinics and beauty salons, testing products on local consumers. This reduces risks and increases trust.

What's next?

According to Iori Endo, sanctions and restrictions on international financial transactions have given an advantage to Russian cosmetics brands and are forcing Japanese companies to rethink their strategies. However, Japanese brands are still strong players due to their technology, scientific developments and impeccable reputation.

— We consider the Russian market as a long-term investment. Our main task now is not just to maintain our presence, but to adapt our business model, including by strengthening cooperation with Russian companies. This will allow Japanese brands to continue operating in Russia while maintaining quality and consumer trust," the investor emphasizes.

The secret of sustainable trust lies in three pillars: strict quality control, a focus on innovative developments, and flexibility, such as the production of "winter" lines with enhanced barrier care for frosty climates.

Current trends and the growing demand for innovative solutions make it possible to predict the further expansion of the presence of Japanese brands in the Russian market in the coming years.