Experts have recorded a change in behavioral trends in the beauty market

Consumer behavior in the Russian beauty market has shifted towards rationality and strict control over the quality of brand promises. This was stated by Anna Dycheva-Smirnova, Chairman of the organizing Committee of the InterCHARM exhibition, member of the Board of the Russian Perfumery and Cosmetics Association, during the International Convention for Specialists in Cosmetology and Aesthetic Medicine on April 8.

Speaking at the session "The New Reality of Beauty: How product and behavioral trends, demand and growth patterns are changing in 2026. A new logic of success," the expert emphasized that the market has become "less forgiving." According to her, consumers have the means and desire to take care of themselves, but they face an abundance of offers and an abundance of false promises.

"The consumer wants a clear justification for why I should buy it, what I'm paying for, in fact, is there any confirmation that I'm paying, and can I quickly compare it. And this is an accurate indicator of what we are talking about, that our Russian people are inquisitive," Dycheva-Smirnova noted.

She said that the consumer has several factors for which he decides to buy a particular product. One of them is price control. According to the data provided, 89% of Russians are convinced that environmental friendliness increases the cost of goods. However, much fewer Russians are willing to overpay for this compared to previous years.

"The value of the idea (of environmental friendliness of cosmetics. — Ed.) admits that you have achieved your goal, but you will pay for this awareness. Not a consumer," she stressed, referring to manufacturers.

Another important factor was information control, especially pronounced in generation Z. For this category of customers, the information content of the product card influences the purchase decision more than the availability of a discount (30% versus 27%). In addition, 44% of young consumers require real feedback before making a transaction.

Dycheva-Smirnova summarized that the current market situation is not a matter of saving or import substitution, but the formation of a new type of thinking, where the buyer requires transparency and quick comparison of characteristics due to the huge selection in each segment.

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On April 3, it was reported that the average cost of cutting hair in Moscow increased by 20% over the year, and in Russia as a whole, the increase ranged from 13 to 15.2%. Other categories of beauty services have demonstrated similar dynamics. So, cosmetology sessions, hair removal and SPA treatments have increased in price by an average of 20-23.5% in 12 months.

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