“Women will not be left without beauty products”: how the market for perfumery and cosmetics brands has changed in Russia

For a long time, dead events seem ready to re-enter the information agenda. The most striking proof of this is the InterCHARM exhibition, which even those at the forefront of its guests a few years ago forgot existed. It sparkled with new colors at today’s opening. Firstly, now the event bears the title of the national exhibition of brands of the Russian cosmetics industry InSHARM, and secondly, the special attention of the state is now riveted to it – Anna-Dycheva, a board member of the Russian Association of Perfumes and Cosmetics, and the organizer announced this at the ceremony with all the solemnity inherent in the news -Smirnova:

“In its 29 years of existence, the exhibition has never received such close attention from the authorities. We are very grateful. That means someone needs our business.”

The event was brightened by the appearance of Alexei Nechaev, leader of the New People party, and Deputy Minister of Industry and Trade Mikhail Ivanov, who spoke about the successful import substitution of cosmetics, household goods and raw materials. We think that the West does not imagine a sharp jump in the development of brands with the prefix “Made in Russia”, introducing each new package of sanctions. However, that’s exactly what happened.

“These are advanced scientific formulas, surprisingly interesting and bright packaging, and also good prices”

“Women in Russia will not be left without beauty products, and men and children will also be stocked, whatever that means. Of course there were challenges during these six months, but we see that the engineers, the Russian technologists, the chemists, the logisticians, the financiers – all coped with the storm the West was trying to set for us. This shows that our people will solve everything on their own. The main thing is not to interfere with them. The leader of the New People party, Aleksey Nechaev, stated that the national producers are coping well with the shortage of raw materials and components, and the government not only intervenes, but even helps.”

And if a few months ago someone was skeptical about domestic products, complaining about the lack of originality and quality, today the same people are happy to test new brands and add them to the must-have list. And given the number of brands we see on InSHARM today, Russian brands still have something to surprise buyers with. As Alexei Nechaev rightly stated at the event, “our beautiful women will certainly not be left without quality and affordable cosmetics.”