Russian men have started using cosmetics more often.

Russian men have started using cosmetics more often.

      According to Roskachestvo, citing experts from "Infoline-Analytics," Russian men have increasingly begun to purchase hair and body care products, as well as perfume: in 2025, sales of men's cosmetics grew by 20%. In contrast, the demand for women's cosmetics increased by only 13% in 2025. The top purchases in men's cosmetics remain traditional items: razors and shampoos. There has been an increase in demand for hand creams. The average purchase amount for male customers was 2700 - 3000 rubles. Men most often buy personal care products on marketplaces.

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Russian men have started using cosmetics more often.

Roskachestvo reports a 20 percent increase in demand for men's cosmetics in 2025.