Do you know why custom makeup brands is the new trend in the Russian Market?According to marketing agency data, the Russian beauty services market grew by 8.6% in 2023, reaching a record revenue of 269 billion rubles—the highest in the past five years. The sales of cosmetic products in Russia are also steadily increasing, with authoritative sources projecting the market to reach USD 7 billion.

The Russian makeup industry holds immense market potential and is entering a golden era for custom brand development. With the rise of personalized consumption and growing awareness of local IP, more Russian entrepreneurs and individuals are turning to overseas cosmetics manufacturers—especially in China—to create private-label brands with unique packaging and formulas. Notable examples include brands like Vivienne Sabo and Beauty Bomb, which are crafting distinctive, trend-driven cosmetic lines.

Best-Selling Products in the Russian Market

Top Categories: Mascara, foundation, compact powder, and lipsticks dominate the market. Among these, mascara ranks No.1, accounting for 19% of the market share with a 30-day sales value of approximately ¥9.67 million.

Mascara: Best-selling during January to March, mascara-related search volumes continue to rise. Top keywords include “black mascara” and “volumizing mascara,” with key features such as volume, lengthening, density, and effects like 3D, 4D, and extreme volumizing. Popular brush heads include curved and sea urchin styles, designed to hug the lash line and deliver a fuller, longer look.

Base Makeup: High search volume for foundation and cream-based products. Consumers prioritize formulas that offer concealing, repair, and moisturizing benefits, often enriched with SPF, hyaluronic acid, collagen, and plant extracts. The most popular shades are ivory and light brown. Compact powders are typically oil-control and dual-use (wet/dry), while setting powders are transparent or white, marketed as long-wear, oil-controlling, and lightweight.

Lip Products: Lipsticks, glosses, and liners are in high demand. Dark lip colors such as black and deep red are trending. Consumers favor lipsticks that are pigmented and long-wearing. Lip glosses are expected to be lightweight and shiny, with transparent, highly pigmented, pearlescent formulas. Wooden lip pencils are the standard, known for smooth outlining and vivid color payoff.

Custom Makeup Market Potential and Trends

According to Statista, the Russian cosmetics market is projected to reach USD 2.5 billion by 2025 and continue steady growth. Eye makeup, lip products, themed makeup collections, and preservative-free options are especially popular. Consumers show high interest in natural formulations, hybrid skincare-makeup, vegan cosmetics, cyberpunk aesthetics, and fun, novelty-driven product design.

Why Russian Brands Choose Custom Makeup Manufacturing

In recent years, the Russian cosmetics market has become more youth-oriented. With younger consumers placing greater emphasis on ingredients, packaging personality, and brand values, custom makeup offers strong product differentiation—making it the preferred strategy for emerging local brands.

Due to a lack of domestic makeup manufacturers, Russian brands often turn to high-quality Chinese cosmetic factories. These partners assist in EAC certification compliance and ensure products meet local and regional regulations.

Moreover, Chinese manufacturers provide end-to-end OEM/ODM customization—from formulas and packaging to colors—tailored to each client’s vision. This enhances product uniqueness and brand value significantly.

Why Choose Custom Makeup Over Stock Products

1. Localized for Skin Tones and Climate

Russia’s diverse range of skin tones and its extreme seasonal climate require tailored solutions. Custom products enable brands to meet local consumer needs more precisely, enhancing market entry success and customer connection.

2. Faster Response to Trends

Partnering with an OEM/ODM factory enables quicker product launches with the latest formulas and packaging designs. Manufacturers offer trend-forward product solutions, helping brands capture market momentum and drive higher engagement and sales.

The Russian cosmetics market is opening up and becoming more diverse—making it the perfect time for brands to establish a unique presence and capture consumer attention quickly. Choosing Bijiang’s Custom Makeup Manufacturing gives you access to a fast, cost-effective way to launch exclusive products and maximize your brand value.

Contact our professional team today to get a response within 24 hours and receive free samples for your next product launch.