The share of Russian cosmetics and care products in the Magnit retail chain has reached 50%.
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The Magnit company is developing the largest chain of drugstores in Russia, Magnit Cosmetic, which unites about 8,000 outlets. Magnit Cosmetic presents more than 200 domestic brands in the Cosmetics and Care categories. Over the past two years, the retailer has presented customers with 525 new products from Russian companies. In general, in the categories of hair care and facial care cosmetics, 75% of new brands placed on the shelf in 2023 were Russian.
Positions from domestic suppliers are not inferior to foreign analogues in their quality and recipes and are becoming a full-fledged alternative to products of international brands for customers, according to sales figures. Thus, this year, sales of Russian brands in the facial care category have grown by 74%, in the decor category by 64%, and in the hair care category by 29%.
Recently, Magnit Cosmetic has seen an increase in demand for cosmetics in a higher price segment, with the greatest dynamics noted in the “medium” and “medium+” price segments. According to the retail chain’s specialists, this is due to several factors: the “lipstick” effect, when consumers want to treat themselves to pleasant little things, attractive promotions and promos, rising incomes, and interesting offers from suppliers, primarily Russian ones.
"Magnet is developing cooperation with domestic suppliers and actively working with new Russian brands in the beauty segment. We have successfully replaced the departed foreign brands, offering customers many worthy new products from Russian companies. Now the share of domestic products in the beauty and care categories in our stores has reached 50% – this is higher than on the market as a whole. We will continue to expand the range in the beauty products segment, including through small local brands that target a young audience and offer relevant compositions and textures," said Anna Meleshina, Managing Director of the retail chain.
According to analysts, the share of domestic products in the Russian cosmetics and perfumery market is more than 40%. There are about 600 companies on the market, the vast majority of which are small manufacturers.
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