Closer to the body: Russians began to buy beauty gadgets for home care
Sales of home care products and cosmetic procedures have doubled in Russia, and in some categories even tripled or more. Their sellers told Izvestia about this. The demand for beauty gadgets is growing against the background of an increase in the cost of beauty salon services: in 2024, prices increased by 25%, and this year by another 15%, experts say. However, it is necessary to use such devices carefully and read the instructions for them — otherwise, a home beauty procedure may end with a visit to the doctor.
What beauty gadgets do Russians buy?
In Russia, the demand for personal care equipment has doubled or more. Sellers of such gadgets told Izvestia about this. According to calculations by the beauty retailer Golden Apple, in January-April 2025, total revenue in this category increased by 145% compared to the same period in 2024. The quantitative volume of sales of equipment increased by 104%, while the average receipt increased by 23%.
— The beauty products category grew by 177% year-on—year, while LED masks showed the highest growth rates - by 765%. In addition to them, microcurrents, facial cleansing devices, epilators, darson therapy devices, massagers, wax melts and beauty refrigerators were in the top of sales, the retail chain listed. — Manicure and pedicure devices also demonstrate stable demand: revenue from the sale of ultrasonic baths increased by 314%, from electric nail files — by 15%.
Interest in hair technology continues to increase: in monetary terms, sales of hair dryers increased by 145%, stylers — by 92%, curling irons — by 190%, they added. Hardware care and beauty gadgets are firmly entrenched in daily practice and have become part of personalized self-care scenarios, the company emphasizes.
—Products for hardware cosmetology (with the exception of medical devices) are a relatively new but fast—growing category on Wildberries," the marketplace's press service noted. — The turnover of phototherapy devices in January–April increased by 160% year on year, LED masks — by 200%, microcurrent massagers — by 70%. Facial massagers have regained popularity: while last year their sales decreased by 5% compared to 2023, this year they were bought by 19% more than in January–April 2024.
RF lifting devices are also popular, with a 77% increase, the marketplace's press service emphasized.
There is a significant increase in demand for home skin care equipment and in the Vsesmart online store. In the first four months of 2025, sales in the massager category increased by 29% compared to the same period last year.
— We attribute this growth to the growing popularity of professional care and the desire to maintain the results of salon procedures at home. In addition, the development of technology and the availability of information about proper care contribute to an increase in interest in specialized equipment, they believe.
The growth of the beauty gadget market is also confirmed by Avito, although they are talking about lower rates. In January–April 2025, sales of new devices and accessories for beauty and health increased by 15% compared to the same period last year, says Pavel Komarov, head of the Electronics and Home Appliances business at Avito. In particular, Russians were 64% more likely to buy new microcurrent massagers and 27% more likely to buy new LED masks, he says. Such devices are designed specifically for home facial care, so they are safe to use. According to him, year-on-year sales of beauty gadgets in the retail also increased by 32%.
— For example, sales of LED masks have more than doubled. Microcurrent hand massagers were bought almost twice as often, and ultrasonic facial cleansing devices were 11% more active than a year earlier, he claims.
How is the demand for gadgets related to the prices of beauty salons
The demand for gadgets for cosmetology and care is really growing at times now, admits Denis Kuskov, CEO of TelecomDaily. The cost of products of this kind is now decreasing, and the prices of the professional beauty industry are steadily increasing.
— For a layman who uses such a technique, the main thing is not to harm himself and others. It is necessary to read the instructions for the new device, otherwise the cosmetic procedure may end with a visit to the doctor, the expert warns.
Market participants note that the growing demand for beauty gadgets is observed against the background of an increase in the cost of beauty salon services. In January 2025, prices for their services increased by 15%, the average check increased from 15.8 thousand to 18.2 thousand rubles compared to the same period a year earlier. These are the data from a study of transaction receipts by analysts at LIFE PAY, which Izvestia previously reviewed.
"In 2024, Russians increased spending in beauty salons by 25% compared to 2023: the average bill increased from 15.3 thousand to 19.1 thousand rubles. In the first month of 2025, it jumped by 15% - from 15.8 thousand to 18.2 thousand rubles compared to the same period a year earlier," the study says.
Businesses have to raise prices due to rising costs caused by higher prices for materials and equipment, as well as rising costs for employees' salaries, its representatives told Izvestia. At the same time, according to Rosstat, the volume of cosmetology and hairdressing services provided to Russians in 2024 increased by 21% compared to the previous year, to more than 24 billion rubles.
Cosmetology services have been rapidly becoming more expensive lately, and beauty gadgets, on the contrary, are getting cheaper, says Sergey Polovnikov, head of the Content-Review project. According to him, the equipment that was unavailable to private users a couple of years ago can now be purchased for use at home.
The beauty services market will stabilize sooner or later, as demand will decrease, followed by prices, he believes. The expert added that beauty gadgets, especially professional ones, should be used carefully so as not to harm themselves.
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