Russian Beauty Consumers Are Changing Habits — and the Market Is Wide Open for Korean, Turkish, UAE and Chinese Brands
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:
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