Competitive Landscape
Leading Manufacturers Leverage Local Expertise to Sustain Positions
Skin care in Romania remains fragmented, characterised by a broad mix of multinational corporations and local manufacturers vying for market share. In 2025, the top company, L'Oréal Romania SRL, held a 20% share, followed by Farmec SA with 17% and Beiersdorf Romania SRL at 8%.
Local Manufacturing Creates Growth Opportunities for Romanian Players
Local players like Ivatherm SRL have bolstered their market presence by leveraging domestic manufacturing and Romanian ingredients, which resonate with price-sensitive consumers seeking quality value propositions. Conversely, some multinational companies such as Avon Cosmetics Romania SRL and Gerocossen SRL have experienced a decline in share in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Skin Care industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Skin Care industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Skin Care in Romania report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Skin Care in Romania?
- Which are the leading brands in Romania?
- How are products distributed in Romania?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Skin Care in Romania - Category analysis
Key Data Insights
Romanians Balance Economic Caution with Demand for Premium Skin Care
Romanians Balance Economic Caution with Demand for Premium Skin Care
Facial Care Leads Value Growth While Body Care Shows High Volume
Biotech and Clean Beauty Meet Evolving Consumer Demands
Local Brands Innovate through Multifunctionality
Economic Caution and Education Fuel Premiumisation and Resilience
Romanians to Embrace Natural and Sustainable Products
K-Beauty to Shape Romanian Skin Care Landscape
Facial Care Expected to Lead Value Growth While Body Care Maintains Volume Dominance
Innovation in Dermocosmetic Products to Reshape Market Dynamics
Leading Manufacturers Leverage Local Expertise to Sustain Positions
Local Manufacturing Creates Growth Opportunities for Romanian Players
Retail Offline Continues to Dominate Distribution of Skin Care
Retail E-Commerce Accelerates Growth Fuelled by Convenience and Product Trust
Beauty and Personal Care in Romania - Industry Overview
Price Sensitivity Shapes Consumer Spending Amid Economic Pressure
Key Data Insights
Price Sensitivity Shapes Consumer Spending Amid Economic Pressure
Skin Care Leads Value Sales with Multi-Benefits
Kaufland’S Recycling Campaign Boosts Sustainability
Consumers and Brands Embrace Multifunctional Innovation
Companies to Leverage Promotions and Marketing Amid Evolving Consumer Demands
Premium and Skin Care Dominate Value Growth as Consumers Seek Efficacy and Wellness
Regulations Set to Drive Mandatory Sustainable Changes in Romania
Digital Innovation to Reshape Product Development and Retail Dynamics
Leading Manufacturers Maintain Positions in Beauty and Personal Care
Other Players Heighten Competition with Innovation
Digital Engagement Drives Growth Opportunities for Brands
Kaufland and Auchan Lead Offline Sales with Easy Access
Retail E-Commerce Growth Accelerates as Emag.Ro and Omnichannel Players Expand Presence
Dm and Bipa’S Private Label Strategies Reshape Health and Beauty Retail Competition
Country Reports Disclaimer
The following categories and subcategories are included:
Skin Care
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- Premium Firming Body Care
- Mass Firming Body Care
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- Premium General Purpose Body Care
- Mass General Purpose Body Care
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- Premium Acne Treatments
- Mass Acne Treatments
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- Premium Face Masks
- Mass Face Masks
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- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
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- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
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- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
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- Premium Lip Care
- Mass Lip Care
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- Premium Toners
- Mass Toners
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- Premium Hand Care
- Mass Hand Care
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- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
Skin Care
This is the aggregation of facial care, body care, hand care and skin care sets/kits.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Skin Care research and analysis database.
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