Analysts have noticed Russians' interest in budget cosmetics

The cosmetics and perfumery market in Russia is going through a transition period: customers have become more thoughtful about their choice of products, more often purchasing mass-market products, but not abandoning care and premium cosmetics. This is evidenced by the data of the Golden Apple analytics and the results of a survey in which more than 2,000 people participated.

Almost half of the respondents (49%) noted that their spending on beauty products has not changed over the past year. Another 21% reduced expenses, and only 14% increased them. The main reasons for saving are the desire to optimize costs (48% of respondents), reducing impulsive purchases (38%) and choosing more affordable analogues (31%).

At the same time, skin and hair care remains a priority: 59% do not save on skin care, and 42% on hair care. Decorative cosmetics are more often classified as savings — only 18% said they would not reduce spending in this category. Every second Russian buys care products at least once a month (46%), among Russians the same regularity remains in the purchase of decorative cosmetics (45%). Russians use decorative cosmetics more actively and more often, so they make a choice in favor of mass-market products.

Perfume more often than other categories falls under economy (60%), but at the same time it is one of the three categories where buyers prefer not to reduce the budget (35%). Consumers are more likely to buy expensive full-size vials that do not need to be updated after a couple of months. Most people purchase perfume every six months (33%).

The majority of Russians spend up to 1,000 rubles (41% of respondents) or from 1,000 to 3,000 rubles (34%) on a one-time purchase of beauty products. The most popular categories include decorative cosmetics in the mass market segment and Asian care, as well as perfumes, especially niche ones.

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