A new study from Zolotoye Yabloko (golden apple) one of Russia’s largest beauty retailers, shows that Russian consumers have significantly changed how they choose cosmetics and perfumes. More than 2,000 people were surveyed, and sales data from January–October 2025 were compared to the same period in 2024
Korea, Turkey, the UAE and China: strong and growing demand
When asked which countries they prefer, Russians most often name:
Why consumers choose brands from certain countries:
This is exactly why brands from Korea, Turkey, the UAE and China fit the Russian market:
Sales data: UAE, Turkey, China and Korea show some of the fastest growth
Sales inside Zolotoye Yabloko confirm this trend. Russians continue to buy international products — especially from Asia and the Middle East.
Revenue growth (Jan–Oct 2025 vs 2024):
✅ UAE, turkey, china and South Korea cosmetics and beauty products already show one of the highest growth rates in Russia
Why this matters for international brands from these countries
The market is wide open and actively searching for partners.
Russia becomes a trendsetter — and still loves global beauty: Russians still want global diversity —especially Korean innovation, Turkish efficiency, UAE perfumery and Chinese value-for-money beauty.
✅ Message for Korean, Turkish, UAE and Chinese companies
Russian customers are waiting.
Retailers are ready.
Demand is real.
- Russia — 52%
- South Korea — 45%
Why consumers choose brands from certain countries:
- high product quality — 74%
- trust in manufacturer — 37%
- affordable price — 34%
- plus modern formulas, natural ingredients, and attractive brand aesthetics
This is exactly why brands from Korea, Turkey, the UAE and China fit the Russian market:
- Korea → innovation & strong skincare science
- Turkey → price-performance and fast-growing positioning
- UAE → modern perfumery and premium feel
- China → advanced packaging, OEM/ODM, trendy mass-market and strong value-for-money cosmetics
Sales data: UAE, Turkey, China and Korea show some of the fastest growth
Sales inside Zolotoye Yabloko confirm this trend. Russians continue to buy international products — especially from Asia and the Middle East.
Revenue growth (Jan–Oct 2025 vs 2024):
- UAE — +139%
- Belarus — +130%
- Japan — +83%
- Germany — +54%
- Russia — +50%
- Turkey — +47%
- China — +46%
- South Korea — +34%
- France — +29%
✅ UAE, turkey, china and South Korea cosmetics and beauty products already show one of the highest growth rates in Russia
Why this matters for international brands from these countries
- More Russian brands are appearing, but consumers still want international products
- Stores and marketplaces continue expanding their foreign assortment
- Demand is strong for skincare, makeup, haircare and affordable mass-market products
- Russian retailers are actively looking for new suppliers and new brands
The market is wide open and actively searching for partners.
Russia becomes a trendsetter — and still loves global beauty: Russians still want global diversity —especially Korean innovation, Turkish efficiency, UAE perfumery and Chinese value-for-money beauty.
✅ Message for Korean, Turkish, UAE and Chinese companies
- The Russian beauty market is growing fast
- Consumers actively buy international cosmetics
- Brands from China, Korea, Turkey and the UAE show some of the strongest growth and demand
- Retailers are ready to add new foreign products
- The market is attractive and open for cooperation
Russian customers are waiting.
Retailers are ready.
Demand is real.
