Premium beauty and personal care achieved solid current value growth in 2021, despite the difficult economic context the country. Romanian consumers showed an increased interest in premium products, especially in colour cosmetics, fragrances and skin care.
Premium beauty and personal care in Romania is highly diverse and fragmented, populated mostly by international players. The clear leader is L’Oréal Romania, which accounted for more than a quarter of current value sales in 2021.
E-commerce played an important role in limiting the decline of premium categories during the first year of the pandemic, with brands sold via non-essential in-store retailing channels suffering sliding sales. Since shopping centres were closed due to COVID-19, premium companies largely adapted their strategy by investing in and developing their e-commerce presence.
Premium dermocosmetics are expected to have a good performance over the forecast period as these products are starting to become significantly more popular as Romanians seek healthy and healthy-looking skin. Unlike other European countries, dermocosmetics in Romania is mostly dominated by premium brands, as the share of mass dermocosmetics is characterised by a small number of international brands.
The green wave in premium beauty and personal care will deepen in the forecast period, with consumers becoming more interested in products that are aligned with natural and sustainable trends, as well as claiming benefits that go beyond beauty and focus on health and longevity. The convergence of health and beauty trends will intensify, especially in premium colour cosmetics with products focusing more on protection and skin nourishment.
Sales of premium beauty and personal care via e-commerce are expected to continue growing over the forecast period. Romanian consumers have started to develop a habit of online shopping, especially for brands to which they are already loyal.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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