VKontakte experts analyzed anonymized data of 6.3 million social network users who interacted with communities in the Beauty and Health segment in June 2024 and compared the data with June 2023. They found out where in Russia people are most interested in beauty, which areas in this area are in demand among men and women, and in which city they most often want to get a “turnkey face”.
Olena Yakobchuk/Shutterstock/Fotodom
The largest number of communities in the beauty and health segment are among establishments and entrepreneurs located in St. Petersburg. Moscow and Chelyabinsk are also among the top three.
The Far East has been the leader in terms of growth of interest in the topic of beauty over the past 12 months. The most active communities in this segment were created in the Jewish Autonomous Region (by the end of June 2024, there were 39% more of them than a year earlier), Magadan Region (+31%) and Zabaikalsky Krai (+22%).
The most popular category in all regions of Russia were beauty salon communities: they overtook publics dedicated to self-care (second place) and a healthy lifestyle (third place).
The leaders in growth are tattoo parlors: the number of communities of such establishments has grown by 19% over the past year. In second place in the fast-growing category are spa parlors (their number has increased by 11%).
Social network experts analyzed which beauty services are in demand in different cities. In St. Petersburg, pedicure, manicure, and eyelash extensions are in the greatest demand. Users in Moscow are more interested in lip augmentation, hair extensions, and full-face contouring. In Chelyabinsk, eyelash extensions, manicure, and braiding services are at the top of the requests.
Women and men have different interests in the beauty and health sphere. Men visit beauty salon communities more often, tattoo parlors are in second place in popularity, and publics dedicated to a healthy lifestyle are in third place. Among the products, perfumes, vitamins and dietary supplements, as well as body care products are the most popular among the male audience of VKontakte.
Women on the social network more often browse beauty salon communities, as well as publics dedicated to self-care and a healthy lifestyle. The top products and services include hair care, perfumes, and makeup.
The median cost of a beauty and health service on VKontakte fluctuates around 1,500 rubles.
Among the most expensive are courses in manicure, tattooing and eyelash extensions. They are popular in almost all regions – from the Kaliningrad region to the Perm region. The average cost of such courses is 25,000 rubles.
In 2023, the cost of advertising for fashion brands increased by 413%
In the second quarter, the growth rate of consumer activity in Russia slowed down
