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, 30 November 2017

Romanian market of cosmetics, personal care, beauty products and perfumery

Romanian consumers are spending more on personal care and beauty products in 2016 and 2017. The products in these categories are supplied by major international players - such as P&G, Johnson&Johnson, Unilever etc. - as well as by local producers, by private labels of major retail chains and imported brands.

According to market analysts, the Romanian market of cosmetics, personal care and perfumery is estimated to 1.2 bnEUR. The y-t-y market growth is estimated at 7%.

The sales of dermocosmetics in Romania increased by 25% in the second quarter of 2017, reaching 13.8 mEUR, according to the Romanian Association of Non-Prescription Drugs, Food Supplements and Medical Device Manufacturers.

The Romanian consumers prefer to purchase cosmetics products in brick&mortar stores, followed by pharmacies, and beauty salons. At the same time, the online sales have significantly increased in the last 2-3 years.

Some of the strongest local beauty and personal care brands are Farmec and Elmiplant.

In the first six months of 2017, Farmec recorded a turnover of 23 mEUR, up 9% year-on-year. The company runs 19 local stores under the Farmec and Gerovital brands. Recently, it has inaugurated their eighth brand store since the beginning of the year. The company plans to open two more units until the end of 2017 and 8 new Gerovital stores in 2018.

The Elmiplant brand is part of the Sarantis group and has a portfolio of approximately 160 skin care products, distributed nationwide in both modern and traditional retail. The brand was established in 1992 in Romania. Sarantis Romania reached a turnover of 57.6 mEUR in 2016, up 25% over the previous year.

Cosmetic Plant, one of the main local producers of cosmetics, registered in H1 2017 a turnover by around 15% higher than the same period of 2016.

Sources include:,, the Companies
Romania is the most dynamic economy in Europe, having registered a 8.8% GDP growth in Q3 2017 and a GDP growth of 7% for the first nine months of the current year. Romanian consumption is registering double-digit growth for the last 2 years.

In respect to cosmetics, personal care, perfumery and skin care products, the Romanian consumer is preferring more and more the natural products, with traditional ingredients and natural fragrances.

Are you a foreign cosmetics, skin care and beauty producer looking to export to the Emerging Markets in Europe? To present your products to the Romanian / Polish / Hungarian etc. buyers and importer-distributors? Perhaps we can collaborate and assist you with B2B matchmaking and Business Partners Search and Selection.

FRD Center operates a solid specialised d-base of local players in the skin care, cosmetics, personal care and beauty products in CE and SE Europe. For the FRD Center B2B matchmaking services in Romania and other Emerging Markets in Europe consult:

Some of our Clients in the skin care, beauty & personal care, pharmaceuticals, health etc. include: Kamedis (Israel), Soraya (Poland), Cana Laboratories (Greece), Carewell Dermalabs A.S (Turkey) etc.

Are you interested to research the market opportunities or to acquire a local player in the Romanian cosmetics and skin care manufacturing sector? Perhaps we could collaborate. More details about our Deal Origination services are available at:

We, at FRD Center, are constantly monitoring various sectors and analysing certain potential opportunities for investors, for exporters and for those looking to source from Romanian manufacturers, providing B2B matchmaking and deal origination in the cosmetics, skin care and pharma sector.

For tailor-made sector data and B2B matchmaking with players in the Emerging Markets in Europe, feel free to contact the FRD Center team at: email: or tel: +4021 411 1459/60/61

FRD Center provides market research in Eastern Europe and the region, B2B matchmaking in the CE Europe and SEE, M&A assistance in Romania, in CEE and SEE, in the Emerging Markets in Europe.

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