InterCHARM 2025: Mapping the Beauty of Russia

From October 15 to 18, InterCHARM 2025 will bring together 1,452 companies from around the world at Crocus Expo, Moscow. Leading the way is Russia, with 681 exhibitors, accounting for 46.9% of the total. China ranks second with 485 companies (33.4%), followed by South Korea (84 exhibitors, 5.8%) and Turkey (57 exhibitors, 3.9%). Also well represented are Belarus, the UAE, India, Italy, Iran, Kazakhstan, France, Germany, Uzbekistan, and other countries.

This broad participation underscores not only the strength of domestic production but also robust ties with Asia and the Middle East.

InterCHARM is a reflection of the entire beauty value chain:

·56.5% of companies are manufacturers and contract production facilities, offering full-service solutions for turnkey product development.

·24.7% are suppliers of raw materials and ingredients, from minerals and botanical extracts to peptides and biotech actives.

·25.8% represent the packaging sector, including bottles, tubes, jars, cartons, and modern design solutions.

·21.2% are equipment manufacturers, providing everything from mixing systems to reactors and filling lines.

·The heart of the show is finished brands, with over 85% showcasing cosmetics, perfumes, and home care products.

·15.9% are distributors and wholesale companies, connecting products to retail channels.

This balanced structure turns InterCHARM into a one-stop hub — from concept and formulation to final brand and retail rollout.

In 2025, over 30 countries will be represented at InterCHARM. In addition to Russia, the lineup includes China, South Korea, Turkey, Belarus, UAE, India, Italy, Iran, Kazakhstan, France, Uzbekistan, Pakistan, Saudi Arabia, DPRK, Brazil, USA, Japan, Indonesia, Serbia, Taiwan, Qatar, and others.

InterCHARM unites local traditions with global innovations, spanning nearly all of Eurasia — from the Atlantic to the Pacific, and bringing in major Asian manufacturing hubs, the Middle East, and even Latin and North American players.

Altogether, this creates the largest local manufacturing cluster on the market, reinforced by Asian supply chains and technological cooperation. India will present oils, actives, Ayurvedic components, and OEM solutions for the fast launch of new brands. Korea will showcase sensory innovations, next-generation packaging, and cosmetics brands not yet available in Russia. China will present the full cycle — from ingredients and bottles to equipment and contract production. The Middle East will contribute niche perfumery: rich oil-based compositions, amber accords, and certified halal formulas.

The year 2025 has solidified an important trend: Russian consumers are increasingly choosing local brands. Five years ago, “Made in Russia” in cosmetics sounded like an exception — today, it’s a symbol of quality and resilience.

In 2025, Russian cosmetics have moved beyond niche status. The local share now exceeds 40% of the entire market, with domestic production growing by 3.5% in 2024. The volume of the cosmetics and perfumery market reached ₽1.1 trillion, and every second new brand appearing on store shelves and marketplaces is of Russian origin. At the same time, consumer trust continues to grow: according to studies, 68% of buyers are confident in the quality of domestic brands.

Where else in four days can you journey across the country — from Altai to Crimea, Vladivostok to Kaliningrad, Arkhangelsk to Sochi — and see how the raw materials, science, and cultural identity of regions are transformed into new brands and products?

InterCHARM 2025 unites 681 Russian companies from over 150 cities across the country alongside international participants. From Kaliningrad to Vladivostok, from Arkhangelsk to Altai, the exhibition map becomes a true route across Russia.

Arkhangelsk region will bring White Sea brown algae transformed into anti-aging formulas and marine masks. Altai will present an entire school of phytocosmetics — herbs, oils, and antler extracts used in shampoos, balms, and therapeutic creams. The Republic of Crimea will showcase products based on the medicinal mud of Lake Saki and grape seed extract lines, along with thermal waters and spa traditions revived in modern packaging. Siberia — including Novosibirsk and Tomsk — focuses on biotechnology and symbiotics, offering innovative skincare solutions. Vladivostok and Primorsky Krai will present marine bioactives — algae and marine organism extracts that open a new chapter in cosmeceuticals. Kazan is strengthening its role as a hub for contract and fragrance manufacturing, while southern cities such as Rostov-on-Don and Krasnodar are becoming home to dynamic and bold young cosmetic brands.

Striking examples highlight this diversity. Voronezh-based EFKO Cosmetic, a soap-making giant, is capable of producing up to 6,000 tons of products per month — from designer two-color soap to cream lines based on vegetable oils. The Taiganica brand from Yugra creates over 150 natural formulations based on berries and coniferous extracts, achieving up to 98% natural content and already entering federal retail chains. Vladivostok-based Biotic Luxe and Formula Dr. Lyuter work with rare marine actives to create formulas that can rival Japanese and Korean cosmeceuticals. Kaliningrad showcases cosmetics and perfumes based on amber extracts.

From Transbaikal zeolites to Caucasian mineral waters, from Ural lipids to Crimean grape seeds — InterCHARM 2025 becomes a showcase of the entire geographical diversity of the country.

A special focus in 2025 is on collective regional stands. Producers from 25 Russian regions are participating with state support, including initiatives such as My Business centers, regional development funds, cluster development centers, and SME support organizations.

Among the regions represented are Kaliningrad, Primorsky Krai, the Cluster Development Center of the Republic of Crimea (Simferopol, Yevpatoria, Kerch), the Altai SME Fund, the Tatarstan CPP, and others.

InterCHARM is not only a showcase but also the industry’s intellectual center. The flagship conference "Cosmetics in Russia" will become the key analytical platform of 2025, offering the latest market figures, forecasts up to 2030, and in-depth discussions on regulatory barriers and export opportunities. Deputy Minister of Industry and Trade Mikhail Yurin will speak about support measures for local manufacturers and the development of Russia’s domestic raw materials base.

The "How to Create a Beauty Brand" conference will offer a practical, step-by-step guide for entrepreneurs and brand directors — from idea and audience research to formulation, packaging, entering marketplaces, and building distribution.

The business program will also feature conferences on natural cosmetics, household chemicals, and industry-specific seminars.

InterCHARM 2025 reaffirms its role as not only the largest beauty exhibition in Russia, but also the premier commercial platform for Russian brands across the CIS and partner markets. A key instrument of this is the Retail Connect program — a unique format of pre-arranged B2B meetings with buyers from major retail chains of various profiles.

One block will feature negotiations with nearly 50 major retailers from Russia and Azerbaijan. The international block will bring together distributors from China, Korea, India, Thailand, Malaysia, the UAE, Kuwait, and Saudi Arabia.

This system turns exhibition participation into a real export opportunity. Russian companies gain access to meetings with dozens of top retailers and distributors across domestic and international markets, including Southeast Asia and the Middle East.

Companies receive not only buyer contacts but also exposure to real-world commercial practices: assortment requirements, packaging preferences, pricing policies, and delivery terms are all discussed. Participants can assess interest in their products and adapt offers accordingly.

InterCHARM is the only platform in Russia that systematically builds an export agenda for domestic cosmetics, allowing Russian producers to directly engage with international buyers — without leaving the country or bearing the cost of foreign trade missions. The InterCHARM team takes full responsibility for organizing buyer visits and integrating them into the business program, creating a ready-made corridor to export contracts.

In 2025, InterCHARM expects to welcome over 80,000 industry professionals from all regions of Russia — including manufacturers, retailers, brand owners, distributors, and representatives of the salon and spa industry. The exhibition is a place where trends are born, contracts are signed, and new partnerships and sustainable business connections are formed.

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