The expert spoke about a possible increase in cosmetics prices.

Cosmetics in 2025-2026 may rise in price by 6-10%. Galina Neverova, Head of Product Portfolio Management at Avon Russia, told Izvestia about this on October 30.

"The price increase is largely due to an increase in the cost of packaging and logistics, inflationary pressures, as well as currency fluctuations, as some components and raw materials remain imported," the industry representative said.

According to her, an additional factor will be the introduction of mandatory labeling of all cosmetic products from 2025, which also increases the cost of both products manufactured in Russia and imported products.

"At the same time, manufacturers, including Avon Russia, are striving to curb price increases by optimizing the product range and localizing production. Nevertheless, interest in the category is not decreasing," explained Galina Neverova.

The expert clarified that according to Nielsen's research for the period January–June 2025, sales growth was recorded in both monetary and physical terms, in such large categories as "hair care" and "body care".

She also noted that the cosmetics market is traditionally characterized by a high level of competition. This trend has become especially noticeable in the last few years, when the supply has changed dramatically — some of the familiar products have left the market, and a large number of new brands have appeared on sale.

"The customer is open to testing new products, but we see that after trying an unfamiliar product, they are not always satisfied with the quality and often return to trusted brands, which they are confident of their effectiveness. This gives rise to the opposite trend of market consolidation — the share of small brands is starting to decline again, while the positions of stable players are strengthening," said Neverova.

She spoke about the pronounced seasonality of the beauty market, explaining that sales traditionally peak in December, accounting for up to 25% of annual turnover, which is associated with the choice of cosmetics as New Year's gifts. A similar trend, according to her data, is observed before March 8 and February 23, as well as during the period of major sales, for example, "11.11" and "Black Friday".

"According to our forecasts, the cosmetics market will continue to grow in 2026, primarily due to the online segment. We expect consumers to maintain a steady interest in affordable but high-quality cosmetics," the expert concluded.

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Earlier, on October 21, cosmetologist Yulia Krayeva warned that retinol, which is gaining popularity, should be used with extreme caution and only after consulting with a specialist. She noted that, despite its effectiveness, the substance has side effects, and an incorrectly selected concentration can thin the skin and increase its sensitivity to the sun.

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