The emerging markets in CE, SE and Eastern Europe include Romania, Poland, Hungary, Turkey, Serbia.

The emerging markets in CE, SE and Eastern Europe include Romania, Poland, Hungary, Turkey, Serbia.
The emerging markets in CE, SE and Eastern Europe include Romania, Poland, Hungary, Turkey, Serbia, Lithuania.

Thursday, 12 July 2012


The Romanian market of beauty and personal care products showed growth in 2011, continuing the y/y expansion registered in the last years.

The beauty and care market in Romania was estimated at over 950 million EUR in 2011 and the forecasts on the sector’s development are optimistic. The retail chains are forecasted to play a significant role in the sector’s future development, with plans for expansion in small towns accessible to surrounding rural communities.

The beauty and personal care in Romania is dominated by big multinationals: L’Oreal, Beiersdorf, Procter&Gamble.

One significant local cosmetics producer is Farmec Cluj Napoca. The company plans for 2012 to grow its exports by 40% and to increase the production of private label products. Also, the firm intends to invest some 0.6 million EUR in technological upgrades in 2012. Farmec recorded a turnover of 26.2 million EUR in 2011, up by 15.6% compared to 2010. In the first five months of 2012, the company registered a turnover of 11.5 million EUR. The company’s best-selling product ranges outside Romania are Gerovital H3 and Gerovital H3 Evolution, both anti-aging products, and also Gerovital Plant and AslaVital.

According to published data by Nielsen, on the domestic market of baby diapers, in the first nine months of 2011, Pampers, Bella Baby Happy, Pufies, Libero and the private brands dominated the Romanian market, recording together 98.6% of the market in volume and 98.7% in value. The baby diapers were mainly sold in hypermarkets, supermarkets and discount stores (72% in volume and 69.2% in value) and pharmacies (11.4% in volume and 12.4% in value) in the fist nine months of 2011.

The imports of essential oils and resinoids, perfumery, cosmetic or toilet preparations in Romania recorded some 542 million USD in 2011, up by some 9.2% compared to 2010.

The Romanian imports of soap, organic surface-active agents, washing preparations, lubricating preparations, artificial waxes, prepared waxes, polishing or scouring preparations, candles and similar articles, modelling pastes, dental waxes and dental preparations with a basis of plaster in 2011 registered some 358 million USD, this representing an increase by approx. 8% compared to 2010.

Some recently launched cosmetics, beauty products & personal care products on the Romanian market are:
-         Hair care products Schauma Mint Fresh and Schauma Cream & Oil produced by Henkel.
-         Sensodyne Repair & Protect Whitening, a toothpaste with the Novamin technology, distributed by GSK
-         Touch Antibacterial Foam Soap distributed by Apollo Mod Distribution. The product is available in package of 500 ml.
-         Palmolive Orient Rituel shower gel, in two variants: Energy and Joyous, produced by Colgate Palmolive. The products are available in package of 500 ml.

In case you are interested to introduce your cosmetic and personal care products onto the Romanian market, please feel free to contact our specialised team:


  1. The annual consumption of cosmetics and personal care products in Romania is estimated to record a growing rate of over 10% in the next years. The Romanian market of derma-cosmetics is estimated at 30 million EUR, with some 1.5 million products having been sold in 2011.

    Details about the opportunities and current developments on the Romanian Market of Cosmetics, Beauty and Personal Care 2012 can be consulted in our recent demo report - also available for download and sharing - at:

  2. I purchased cosmetics products online from Awesome bazar. Awesome Bazar provides best competitive prices product and fast delivery process . Really very nice service of awesome bazar, Awesome bazaar best Shopping destination. Find At


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