Russia Men's Grooming Market Overview, 2028

Over the last two years, the male grooming industry has grown dramatically. Russian men are increasingly interested in both regular cosmetic items and specialty skin and hair care products. At the moment, all mass cosmetic brands have a specific men series. "Some time ago Russian males used makeup quite sparingly, believing than it was a woman "work". According to the research, nowadays, more and more cosmetic businesses roll out particular series for males. Guys began to care for themselves as a result of media pressure and advertising campaigns. Because mass media has removed the psychological barrier in man's brain, an increasing number of Russians are looking for cosmetics. Whereby five years ago men were interested merely in shower gels or colognes, now the preferences of the stronger half vary: they need creams for the hands/feet, cream for/after shave, lotions, balms, scrubs or toners".

According to the research report “Russia Men’s Grooming Market Overview, 2028," published by Bonafide Research, the market is expected to add USD 531.41 Million in the upcoming period, 2023–2028. There are many popular men's grooming products in Russia. Here are a few examples: Aftershave: Aftershave is a popular men's grooming product in Russia, and many Russian men use it after shaving to soothe their skin and reduce irritation. Some popular aftershaves in Russia include Nivea, Gillette, and L'Oreal. Shaving cream: Shaving cream is another popular men's grooming product in Russia. Many Russian men use it to help achieve a smooth and comfortable shave. Some popular shaving creams in Russia include Gillette, L'Oreal, and Nivea. Hair styling products: Hair styling products such as hair gel, pomade, and wax are also popular among Russian men. Some popular brands include L'Oreal, Garnier, and Taft. Deodorant: Deodorant is an essential grooming product for many men, and there are many popular brands available in Russia. Some popular deodorants in Russia include Nivea, Adidas, and Old Spice. Beard care products: With the rising popularity of beards, many Russian men are also using beard care products such as beard oil, beard balm, and beard wash. Some popular brands include Bulldog, Proraso, and L'Oreal.

Male grooming products established a distinct market category in the early 2000s. According to studies, it accounted for 10.1% of the total in 2010. (Including sales of razors and blades). It is worth mentioning that in 2010, sales of man perfume were approximately $670 million, or 25.4% of total sales. In comparison to his European counterparts, the Russian guy is more conservative. Nonetheless, in recent years, Russian men's choices have tended to mirror worldwide trends, as the Russian consumer has become more precise about his preferences. For the last five years, Russia has seen an increase in the male cosmetics category of 10-13% every year. Major decision drivers in Russia indicate a new growing middle-class consumption culture. The scent factor (85-90% of decision is dependent on product aroma across all product groups), formula (60-75%), and brand awareness (70-75%) hold the top spots.

Males aged 35 and under are the most active grooming product purchasers. New players are entering the men's selective cosmetics sector. In addition to the Biotherm, Lancome, and Shiseido men series, special brands such as Nickel and Thalgomen have established a strong presence in Russia. Yet, they are niche businesses whose marketing is aimed at a certain segment of the male population. Because the Russian male beauty industry is new, large advertising budgets and active public relations efforts are required to enter it in order to generate customer loyalty and develop relevant consumer culture. Although it should be mentioned that the groundwork for market development has already been built, and manufacturers are aware of the novelties that the market is anticipating.

Russian manufacturers produce men's grooming items. There are various companies in Russia that specialise in producing men's grooming products, including shaving creams, aftershaves, hair style products, and more. Natura Siberica, STO YAK ZHENSKAYA, and Nevskaya Cosmetics are a few Russian companies that make men's grooming products. These businesses manufacture high-quality grooming items that are well-known not only in Russia but also around the world. Aside from these domestic enterprises, many multinational brands make and sell men's grooming goods in Russia. L'Oreal, Nivea, and Gillette are a few examples of these brands. Overall, many men's grooming products are created in Russia, and the Russian market provides a diverse selection of solutions for men seeking to meet their grooming demands.

Considered in this report
• Geography: Russia
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• Russia Dishwasher market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type
• Shave care
• Skin Care
• Hair Care
• Toiletries
• Fragrances
• Others

By Price Range
• Mass product
• Premium Product

By Distribution Channel
• Supermarket/Hypermarket
• Convenience Stores
• Specialty Retail
• E-commerce
• Others

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analysing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Men’s Grooming market, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

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