While Romania's beauty industry quietly blossomed into a 1.25-billion-euro market in 2023, its dynamic growth, digital transformation, and shifting consumer values are now painting a far more vibrant and compelling picture for the future.
Key Takeaways
- In 2023, the Romanian beauty and personal care market was valued at approximately 1.25 billion EUR, reflecting a compound annual growth rate (CAGR) of 4.8% from 2018 to 2023.
- Romania's cosmetics retail market sales grew by 6.2% year-on-year in 2022, reaching 850 million EUR in value terms.
- The online beauty products segment in Romania expanded by 15.4% in 2023, contributing 22% to total beauty sales.
- In 2023, 28% of Romanian women aged 18-35 reported increasing beauty spending by over 20%.
- Urban Romanians spent 72 EUR annually on beauty products in 2023, vs 45 EUR in rural areas.
- 65% of Romanian millennials prefer natural ingredient beauty products, per 2023 survey.
- Skincare products accounted for 35% of total beauty sales volume in Romania 2023.
- Facial care market in Romania grew 9.1% YoY to 420 million EUR in 2023.
- Body care products sales in Romania reached 180 million units in 2023.
- L'Oréal held 22% market share in Romania's beauty market in 2023.
- Avon Romania sales reached 120 million EUR in 2023, leading direct sales.
- Oriflame expanded to 15% share in fragrances segment Romania 2023.
- Clean beauty trend: 25% growth in vegan products sales Romania 2023.
- AI-driven personalized skincare apps usage up 40% in Romania 2023.
- Sustainability: 55% Romanian consumers prefer recyclable packaging 2023.
Romania's beauty market is growing robustly, driven by online sales and premium products.
Companies & Brands
- L'Oréal held 22% market share in Romania's beauty market in 2023.
- Avon Romania sales reached 120 million EUR in 2023, leading direct sales.
- Oriflame expanded to 15% share in fragrances segment Romania 2023.
- Farmec, local brand, grew 11% to 85 million EUR revenue in 2023.
- Procter & Gamble dominated hair care with 28% share in Romania 2023.
- Beiersdorf (Nivea) skincare sales up 9% in Romania 2023.
- The Body Shop opened 5 new stores in Romania, boosting presence 2023.
- Yves Rocher held 8% in natural beauty segment Romania 2023.
- Maybelline New York led mass makeup with 15% share Romania 2023.
- Gerovital by Farmec exported to 20 countries from Romania base 2023.
- Unilever's Dove brand skincare volume leader at 18% share Romania 2023.
- Estée Lauder luxury sales grew 12% in Romania 2023.
- eMAG private label beauty line sales doubled in 2023 Romania.
- Sephora Romania revenue up 14% to 50 million EUR in 2023.
- Coty fragrances captured 11% market in Romania 2023.
- Local brand Elmi Plant grew 16% in herbal beauty 2023 Romania.
- Revlon makeup share steady at 7% in Romania mass market 2023.
- Douglas perfumery chain expanded to 25 stores in Romania 2023.
Companies & Brands Interpretation
Romania's beauty market in 2023 was a vibrant battleground where global titans like L'Oréal and P&G defended their thrones, while local heroes such as Farmec and Elmi Plant carved out impressive niches, all under the watchful eye of a Romanian consumer who is increasingly savvy, demanding, and ready to shop everywhere from a direct-sales catalog to a luxury Sephora aisle.
Consumer Demographics & Behavior
- In 2023, 28% of Romanian women aged 18-35 reported increasing beauty spending by over 20%.
- Urban Romanians spent 72 EUR annually on beauty products in 2023, vs 45 EUR in rural areas.
- 65% of Romanian millennials prefer natural ingredient beauty products, per 2023 survey.
- In 2023, 42% of Romanian beauty consumers shopped online weekly for cosmetics.
- Romanian Gen Z (born 1997-2012) allocated 35% of beauty budget to skincare in 2023.
- 58% of working Romanian women use makeup daily, according to 2023 beauty habits study.
- In 2023, 51% of Romanian consumers aged 25-44 prioritized cruelty-free beauty brands.
- Average frequency of beauty product purchases in Romania was 4.2 times per month in 2023.
- 37% of Romanian men aged 18-34 bought grooming products in 2023, up from 25% in 2020.
- Bucharest residents spent 2.5 times more on beauty than those in Moldova region in 2023.
- 69% of Romanian beauty buyers read online reviews before purchasing in 2023.
- Loyalty to beauty brands among Romanians stood at 55% in 2023 surveys.
- 48% of Romanian parents buy beauty products for children under 12 in 2023.
- Income level correlation: High-income Romanians spent 150 EUR/year on beauty vs 30 EUR low-income in 2023.
- 62% of Romanian women over 50 prefer anti-aging products, per 2023 demographic study.
- Social media influence: 71% of 18-24 Romanians discovered beauty products via Instagram in 2023.
- 44% of rural Romanian consumers prefer local beauty brands in 2023.
- Seasonal buying: Summer beauty sales peaked 25% higher in Romania 2023.
Consumer Demographics & Behavior Interpretation
Romania's beauty industry is being reshaped by a savvy, digitally-driven generation that is spending more but with greater purpose—prioritizing natural ingredients, ethical brands, and skincare, while a significant urban-rural spending gap and rising male engagement paint a complex portrait of a market in full bloom.
Market Size & Growth
- In 2023, the Romanian beauty and personal care market was valued at approximately 1.25 billion EUR, reflecting a compound annual growth rate (CAGR) of 4.8% from 2018 to 2023.
- Romania's cosmetics retail market sales grew by 6.2% year-on-year in 2022, reaching 850 million EUR in value terms.
- The online beauty products segment in Romania expanded by 15.4% in 2023, contributing 22% to total beauty sales.
- Between 2020 and 2023, Romania's beauty industry saw a 18.7% cumulative growth, driven by post-pandemic recovery.
- In Q4 2023, beauty product imports to Romania increased by 8.9%, totaling 450 million EUR from EU countries.
- The Romanian premium beauty segment grew 7.3% in 2023, accounting for 15% of the total market share.
- Romania's beauty market is projected to reach 1.6 billion EUR by 2027, with a CAGR of 5.1% from 2024 onwards.
- In 2022, mass market beauty products held 68% of Romania's beauty sales volume.
- Beauty e-commerce in Romania surged 28% in 2023, with platforms like eMAG leading sales.
- Romania's beauty export value reached 120 million EUR in 2023, up 9.2% from previous year.
- The beauty industry's contribution to Romania's GDP was 0.45% in 2023, employing over 45,000 people.
- In 2023, skincare products represented 32% of Romania's beauty market revenue.
- Romania's beauty market volume reached 450 million units sold in 2023.
- Private label beauty products grew 12% in Romania in 2023, capturing 18% market share.
- The luxury beauty segment in Romania expanded by 10.5% in 2023 to 180 million EUR.
- Romania's beauty market per capita spending was 65 EUR in 2023.
- In 2023, hypermarkets accounted for 42% of beauty product sales in Romania.
- Organic beauty sales in Romania increased 22% YoY in 2023 to 95 million EUR.
- Romania's beauty industry inflation rate was 4.1% in 2023.
- The men's grooming segment in Romania grew 11.2% in 2023.
Market Size & Growth Interpretation
While Romanians are clearly determined to look fabulous on a budget—judging by the mass market's 68% volume dominance—they're also splurging online and on premium products, proving that even in a time of 4.1% beauty inflation, the country's glow-up is a serious and growing economic force worth over a billion euros.
Product Segments
- Skincare products accounted for 35% of total beauty sales volume in Romania 2023.
- Facial care market in Romania grew 9.1% YoY to 420 million EUR in 2023.
- Body care products sales in Romania reached 180 million units in 2023.
- Sun protection products saw 14% growth in Romania 2023 due to tourism boom.
- Hair care segment value in Romania was 280 million EUR in 2023, up 5.8%.
- Color cosmetics sales volume dropped 2% in Romania 2023 post-COVID.
- Fragrances held 12% market share in Romania's beauty industry 2023.
- Men's grooming products volume sales increased 13% to 45 million units in Romania 2023.
- Nail care products grew 7.5% in value terms to 35 million EUR in Romania 2023.
- Oral care, part of beauty, reached 150 million EUR sales in Romania 2023.
- Premium skincare brands dominated 28% of facial care sales in Romania 2023.
- Hair colorants sales volume was 12 million units in Romania 2023.
- Deodorants segment grew 6.3% to 90 million EUR in Romania 2023.
- Baby beauty products sales increased 8% to 55 million EUR in 2023 Romania.
- Lip products value sales in Romania hit 45 million EUR in 2023.
- Eye makeup segment declined 1.5% in volume but grew 3% in value 2023 Romania.
- Organic skincare held 15% share in Romania's facial care 2023.
Product Segments Interpretation
While Romanians are clearly investing heavily in their skin with a 9.1% facial care surge, the real story is a national pivot from painting faces post-pandemic to protecting bodies from the sun and embracing self-care from head to toe, with even men and babies getting in on the glow-up.
Trends & Forecasts
- Clean beauty trend: 25% growth in vegan products sales Romania 2023.
- AI-driven personalized skincare apps usage up 40% in Romania 2023.
- Sustainability: 55% Romanian consumers prefer recyclable packaging 2023.
- K-beauty imports to Romania rose 32% in 2023.
- Men's makeup market projected to grow 15% annually till 2028 Romania.
- CBD-infused beauty products sales tripled in Romania 2023.
- E-commerce to reach 35% of beauty sales by 2027 in Romania.
- Clean label claims on 42% of new beauty launches Romania 2023.
- AR try-on tools adopted by 30% of online beauty shoppers Romania 2023.
- Postbiotics in skincare: 18 new products launched Romania 2023.
- Beauty sleep products segment to grow 20% by 2025 Romania forecast.
- Influencer marketing drove 28% of beauty sales in Romania 2023.
- Zero-waste beauty stores opened 12 new locations Romania 2023.
- Neurocosmetics market emerging with 5% share projected by 2026 Romania.
- 67% of Romanians expect beauty brands to be carbon neutral by 2030.
- Digital beauty subscriptions grew 25% in Romania 2023.
- Blue light protection products up 22% sales Romania 2023.
- Romanian beauty market forecast CAGR 5.5% to 2028.
- Gender-neutral beauty lines launched by 15 brands in Romania 2023.
Trends & Forecasts Interpretation
The Romanian beauty consumer has become a discerning, multi-tasking futurist, demanding that their skincare be vegan and algorithmically personalized, delivered in recyclable packaging after a virtual try-on, while they sleep in postbiotic-infused sheets, dream of carbon neutrality, and wake up to a gender-neutral, CBD-enriched moisturizer that also protects them from their own phone screen.
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