Colour Cosmetics in Ukraine

PROSPECTS

Colour cosmetics sales are significantly boosted by discount offers

Comparatively low consumer spending power presents a major threat to colour cosmetics sales in Ukraine in the near future. Ukrainian women are traditionally attentive to their own look and consider make-up an important part of their image.

Widening access to online resources favours professional-like make-up

At the end of the review period, wide high-speed internet penetration and booming numbers of bloggers/vloggers were much appreciated by a number of Ukrainians who actively use YouTube and other sources for mastering diverse skills, including make-up. Ukrainian women are eagerly following advice on how to use different kinds of colour cosmetics to obtain professional-like make-up and follow the latest fashion trends (eg emphasis on brows) which ultimately benefits colour cosmetics sales.

Innovation - a driving sales factor

Ukrainian women actively monitor global trends in fashion, including the most recent make-up trends. For example, brows are accentuated which generates demand for related products and thus many innovations in the category.

COMPETITIVE LANDSCAPE

Multinationals generate bulk of colour cosmetics sales in Ukraine

Colour cosmetics is generally import dependent in Ukraine and the bulk of sales is generated by international brands. The strongest positions belong to L’Oréal Ukraine TOV noted for a particularly wide assortment of brands in different price segments and across all colour cosmetics subcategories, regularly enriched by new products.

Private label actively expands

In 2018, private label continued its rapid penetration in colour cosmetics in Ukraine. Such products, largely coming from core chained drugstores (eg Watsons, Eva) were enriched with mass innovations with more subcategories penetrated.

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