Cosmetology is one of the world's most dynamically developing industries. Its origins trace back thousands of years to the first slave-owning communities. Since then, cosmetology has evolved from being the domain of the wealthy and priests to a part of everyday life, culture, and a multi-billion dollar business. Cosmetic companies introduce innovations, change how people approach self-care, and set their own beauty standards.

In 2015, the cosmetology market was valued at €203 billion. Today, this figure is approaching €250 billion. Concurrently, men's and women's natural/organic cosmetics are gaining increasing popularity.

With the advent of the industrial era, a significant portion of the market was controlled by large corporations. With their unlimited budgets and research labs, they could dictate standards to the entire world. But it's not that simple. The complete dominance of these large conglomerates was hindered by two factors: economic crises, which shifted consumers to the low-price segment, and the growing popularity of a healthy lifestyle.

Modern Trends in the Cosmetics Market

In recent years, there has been a global trend to reduce the number of synthetic and chemical components in the body. This, in turn, has increased interest in organic and natural cosmetics. While its market share is still small, it continues to grow.

However, the usual rule doesn't always apply to natural cosmetics: if you start a business in a narrow niche of a certain industry, you compete with all other companies in that field, regardless of their direction.

Customers of "green cosmetics" aren't just people looking to buy shampoo, soap, cream, or scrub; they are a distinct segment that cares about their health. In recent years, this segment has been growing rapidly, and it's likely that major brands will try to increase competition with organic producers, rather than the other way around.

Stepping away from this specific segment, it should be noted that the amount of money people spend on skincare and decorative cosmetics is increasing year by year. The reason is not only rapid inflation and other economic factors but also the desire to look good and take care of one's body.

In 2018, the beauty industry was expected to grow by 6-8%. Some experts believe that customers will switch to premium products, but this is not so simple due to economic problems. At the same time, the transition of a significant portion of customers to the low and mid-price segments of cosmetics is related not to personal preferences but to necessity.

Experts have identified several trends common in CIS countries:

  • Rising prices due to currency fluctuations;

  • Growth in the online retail segment;

  • Growing demand for cosmetics in the middle and lower price segments;

  • Increased sales of professional cosmetics for home use;

  • A drop in sales of premium cosmetics.

The Future of the Cosmetics Market: Naturalness and Online Presence

Local cosmetic manufacturers are becoming increasingly competitive. The pricing strategies of large brands, as well as a distrust of their ingredients, play a role in this.

At the same time, the role of online platforms in cosmetic sales remains important and continues to grow. This is why producing high-quality content has become a key part of the business. Such content should be interesting to consumers from an expert perspective, helping them plan, choose, and buy cosmetics. This step not only increases the number of customers but also builds a unique brand.