IEC helps Moscow cosmetics manufacturers to increase exports

The volume of exports of cosmetic products with the support of the Moscow Export Center (MEC) reached 2.2 billion rubles by the end of 2025. At the same time, the greatest interest in metropolitan brands is shown in China, where about 30% of all shipments are sent. This was announced on March 24 by the portal of the Mayor of Moscow. mos.ru .

"Moscow cosmetics manufacturers successfully compete with foreign companies in the international arena, offering innovative products with a unique composition for a wide variety of customer categories — from daily care products to professional lines. The greatest interest in the capital's cosmetics is shown in China: about 30 percent of the total exports with the support of the IEC are sent to this country. The city will continue to provide systematic support to exporters so that as many people as possible around the world can verify the high quality of Moscow brands," said Vitaly Stepanov, General Director of the Moscow Export Center.

It is specified that Moscow cosmetics are currently represented on international markets, from neighboring countries to Southeast Asian countries. Decorative and care products, including products for cleansing, moisturizing and protecting the skin, form the basis of exports (about 85%). The share of children's cosmetics reaches 13% of the total supply. With the assistance of foreign representatives of the capital's business, one of the companies has signed a contract with a partner from China to supply a wide range of products, from eyebrow products to care cosmetics.

Also, with the support of the IEC, the capital's brands are expanding their geographical presence: sunscreens have begun to be sold in Uzbekistan, children's cosmetics will be supplied to Armenia, and one of the manufacturers will enter the Turkish market. In addition, contracts have been signed for the export of products for face, body and hair care to Saudi Arabia and the UAE.

According to the portal, these results were achieved, among other things, thanks to the participation of companies in the acceleration program "Exporters 2.0", implemented jointly with the Moscow School of Management "Skolkovo". Sergey Sukharev, head of the export department of one of the companies, noted that cooperation with the IEC made it possible to expand the geography of sales, strengthen positions in key markets and enter new sites, including China, Uzbekistan and neighboring countries.

The Moscow Export Center provides businesses with more than 30 support measures, including organizing participation in international exhibitions and business missions under the Made in Moscow brand. This year, beauty industry enterprises will be able to present their products at foreign sites in Thailand, Turkey, Vietnam, China and Mexico.

Anna Tupikina, Director of Marketing and Research at SberMarketing, said on March 16 that the increase in purchases of men's cosmetics was due to the expansion of the range and changes in consumer habits. It was clarified that the increase in purchases of men's cosmetics is largely due to the expansion of the range. Specialized lines for skin care, beard, hair, and anti-aging products are emerging. The expert concluded that today the men's cosmetics market is not saturated, unlike the women's segment, and brands have space to offer new products in various price categories.

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