Romania Cosmetics Market Research Report Information by Product Type (Face Cosmetics (Foundations, Face Powders, Contouring Products, Others), Eye Cosmetics (Eye Shadow, Mascara, Eyeliners, Others), Lip Cosmetics (Lipstick, Lip Balm, Others), Skincare, Fragrance, Others), by Gender (Men, Women, Unisex), by Category (Regular, Organic), by Price Range (Economy/Mass, Premium), by End-user (Residential/Retail, Commercial/Professional), by Distribution Channel (Supermarket/Hypermarket, Specialty Stores, Pharmacy, Drug Stores, Online, Others) and

Romania Cosmetics Market Overview

The Romania Cosmetics Market was valued at USD 2.10 Billion in 2024. The Cosmetics Market industry is projected to grow from USD 2.19 Billion in 2025 to USD 3.14 Billion by 2035, exhibiting a compound annual growth rate (CAGR) of 3.8% during the forecast period (2025-2035).

The demand for customized products and rising disposable income are driving the growth of the Cosmetics Market.

As per the Analyst at MRFR, the cosmetics market growth is expected to be driven by key factors such as the growing demand for customized products and rising disposable income drive the demand. In addition, factors such as counterfeit products and urban-rural divide in accessibility are expected to restrict market growth. On the other hand, factors such as digital marketing and influencer collaborations pose lucrative opportunities for the cosmetics market during the forecast period.

 FIGURE 1: ROMANIA COSMETICS MARKET VALUE (2019-2035) USD MILLION

 Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review

Romania Cosmetics Market Opportunity

Digital Marketing and Influencer Collaborations

Digital marketing and influencer collaborations present opportunity for the cosmetics market in Romania, enabling brands to connect effectively with the country’s growing base of tech-savvy consumers. With over 13 million active internet users in Romania and increasing engagement on social media platforms like Instagram, and Facebook brands have embraced influencer marketing as a core strategy. For instance, Farmec, one of Romania’s leading cosmetics manufacturers, frequently collaborates with beauty influencers to promote its Gerovital line of products, leveraging their reach to enhance brand visibility and trust. 

Similarly, global brands like L'Oréal have partnered with local influencers to adapt their campaigns to Romanian cultural nuances, ensuring relevance and authenticity. In recent years, Avon Romania successfully launched its "Her Story" campaign with local influencers, generating significant online buzz and driving sales. The interactive nature of digital campaigns, including live tutorials, product reviews, and giveaways, fosters deeper engagement and encourages consumer trial. 

Additionally, Romania's vibrant e-commerce market, which grew by over 10% in 2023, offers brands the chance to combine digital marketing efforts with online retail strategies, creating a seamless shopping experience. Influencers like Andreea Balaban and Ioana Grama, known for their focus on beauty and lifestyle content, have been instrumental in bridging the gap between brands and consumers, amplifying product recommendations to large audiences. By strategically investing in influencer collaborations and integrating them with targeted digital campaigns, cosmetic brands in Romania can not only increase their reach but also build stronger relationships with the digitally savvy younger demographic and beyond.

Romania Cosmetics Market Segment Insights

Cosmetics by Product Type Insights

Based on product type, the Romania cosmetics market has been divided into Face Cosmetics (Foundations, Face Powders, Contouring Products, Others), Eye Cosmetics (Eye Shadow, Mascara, Eyeliners, Others. The Skincare segment dominated the Romania market in 2024, while the Fragrance segment is projected to be the fastest–growing segment during the forecast period. Skin care includes products designed to improve and maintain the health of the skin. 

This sector has seen rapid growth in Romania, as consumers are increasingly aware of the importance of skincare routines. Skin care products include: Cleansers (gel, foam, cream-based) for removing makeup and impurities, Toners to balance skin pH and prepare the skin for further treatment, Moisturizers for hydration, available in various forms such as lotions, creams, or gels, Serums and Treatments target specific skin concerns, such as anti-aging, acne, pigmentation, or hydration and Masks and Exfoliants for deep cleansing or rejuvenating the skin.

Cosmetics by Gender Insights

Based on Gender, the Romania Cosmetics market has been segmented into Men, Women and Unisex. The Women segment dominated the Romania market in 2024, while the Unisex segment is projected to be the fastest–growing segment during the forecast period. The women’s segment represents the largest portion of the cosmetic market in Romania. Women’s beauty and grooming products are diverse, covering a wide range of categories, from skincare and makeup to fragrance and hair care. Women in Romania are highly invested in skincare, with an increasing preference for both basic and specialized products. 

Women in Romania are known for using a wide array of makeup products, from everyday basics to high-performance formulas for more glamorous looks. The makeup market includes Face Cosmetics: Foundations, powders, brushes, and highlighters are used to create a polished look and Eye Makeup: Eyeshadows, mascaras, eyeliners, and brow products are essential to enhance the eyes. Hair care remains a significant part of the women’s cosmetic market in Romania, with products that address a wide range of needs.

Cosmetics by Category Insights

Based on the Category, the Romania Cosmetics market has been bifurcated into Regular and Organic. The Regular segment dominated the Romania market in 2024, while the Organic segment is projected to be the fastest–growing segment during the forecast period. Regular cosmetics, also known as conventional or traditional cosmetics, include products that are formulated using synthetic ingredients, preservatives, and chemicals commonly found in the beauty industry. 

These products are typically mass-produced and sold in large quantities at a wide range of price points. Regular cosmetics dominate the Romanian beauty market due to their accessibility, effectiveness, and affordability.

FIGURE 2: ROMANIA COSMETICS MARKET SHARE BY CATEGORY 2024 AND 2035 (USD BILLION)

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

Cosmetics by Price Range Insights

Based on the Price Range, the Romania Cosmetics market has been bifurcated into Economy/Mass and Premium. The Economy/Mass segment dominated the Romania market in 2024, while the Economy/Mass segment is projected to be the fastest–growing segment during the forecast period. The Economy or Mass segment represents the most affordable category of cosmetics available in Romania. Products in this segment are designed to be accessible to a broad range of consumers, including those with limited disposable income. 

The primary appeal of economy or mass-market cosmetics is their affordability, accessibility, and the ability to offer essential beauty and personal care solutions at lower prices. Characteristics of the Economy/Mass Segment are Affordable Pricing: Economy cosmetics are typically priced lower than premium products. They are designed to cater to price-sensitive consumers, making them ideal for those who prioritize budget over luxury. Wider Accessibility: Mass-market cosmetics are widely available in supermarkets, drugstores, hypermarkets, and discount retailers. They can be found in most retail outlets, making them easily accessible to a large number of consumers.

Cosmetics by End User Insights

Based on the End User, the Romania Cosmetics market has been bifurcated into Residential/Retail and Commercial/Professional.  The Residential/Retail segment dominated the Romania market in 2024, while the Commercial/Professional segment is projected to be the fastest–growing segment during the forecast period. The Residential/Retail segment is the largest and most common segment in the Romanian cosmetic market. It refers to products that are purchased by individual consumers for personal use in their homes. These products are typically available through retail outlets, including supermarkets, pharmacies, drugstores, online stores, and specialty beauty shops. 

This segment represents everyday consumers who use cosmetics for personal grooming, beauty enhancement, and self-care. Characteristics of the Residential/Retail Segment are Individual Consumers: The primary end-users in this segment are individuals who purchase products for personal use, rather than for professional or commercial purposes. These can include people from a wide range of age groups, genders, and socio-economic backgrounds. Mass Availability: Products in this segment are generally mass-produced and widely available in retail outlets. Consumers can find these products in physical stores such as supermarkets, beauty stores, pharmacies, or through e-commerce platforms.

Cosmetics by Distribution Channel Insights

Based on the Distribution Channel, the Romania Cosmetics market has been bifurcated Supermarket/Hypermarket, Specialty Stores, Pharmacy, Drugstore, Online and Others. The Supermarket/Hypermarket segment dominated the Romania market in 2024, while the Online segment is projected to be the fastest–growing segment during the forecast period. Supermarkets and hypermarkets are major distribution channels for cosmetics in Romania, particularly for mass-market and essential personal care products. 

These large retail outlets offer a wide range of products at competitive prices and are easily accessible to the public. Supermarkets and hypermarkets typically stock both basic and well-known beauty and personal care brands. Characteristics of Supermarkets & Hypermarkets as Distribution Channels are Wide Accessibility: Supermarkets and hypermarkets are in urban areas and suburban regions, making them highly accessible to a broad customer base. Convenience: Consumers can purchase cosmetics alongside their regular groceries and other household items, providing convenience for shoppers who prefer one-stop shopping experiences.

Romania Cosmetics Key Market Players & Competitive Insights

Many global, regional, and local vendors characterize the Cosmetics Market. The market is highly competitive, with all the players competing to gain market share. Intense competition, rapid advances in technology, frequent changes in government policies, and environmental regulations are key factors that confront market growth. The vendors compete based on cost, product quality, reliability, and government regulations. Vendors must provide cost-efficient, high-quality products to survive and succeed in an intensely competitive market.

The major competitors in the market are Avon, FARMEC S.A., IVATHERM, BIODERMA, ELMIPLANT Cosmetics, Vichy Laboratoires, Sephora, Sabio Cosmetics SRL, Beiersdorf Ag, Ziaja Ltd are among others. The Romania Cosmetics Market is a consolidated market due to increasing competition, acquisitions, mergers and other strategic market developments and decisions to improve operational effectiveness.

Key Companies in the Romania Cosmetics Market include

• Avon
• FARMEC S.A.
• IVATHERM
• BIODERMA
• ELMIPLANT Cosmetics
• Vichy Laboratoires
• Sephora
• Sabio Cosmetics SRL
• Beiersdorf Ag
• Ziaja Ltd

Romania Cosmetics Market Industry Developments

December 2023: Farmec partnered with Newpharma Romania, the local subsidiary of the Belgian group, that applies artificial intelligence and digital technologies in the pharma sector, to offer personalized recommendations to customers through a skin scanning application.

August 2024: Avon announced that it has opened its first brand store in Romania, which operates in a franchise system. This expansion helps company’s local presence and is a response to consumer demand and interest for the products in its portfolio.

May 2023: Farmec announced its plans to build a new factory in the commune of Apahida, Cluj County, and relocate its entire production there. The company estimates the total investment worth EUR 40 million (approx.).

Romania Cosmetics Market Segmentation

Cosmetics by Product Type Outlook

• Face Cosmetics
  • Foundations
  • Face Powders
  • Contouring Products
  • Others
• Eye Cosmetics
  • Eye Shadow
  • Mascara
  • Eyeliners
  • Others
• Lip Cosmetics
  • Lipstick
  • Lip Balm
  • Others
• Skincare
• Fragrance
• Others

Cosmetics by Gender Outlook

• Men
• Women
• Unisex

Cosmetics by Category Outlook

• Regular
• Organic

Cosmetics by Price Range Outlook

• Economy/Mass
• Premium

Cosmetics by End-user Outlook

• Residential/Retail
• Commercial/Professional

Cosmetics by Distribution Channel Outlook

• Supermarket/Hypermarket
• Specialty Stores
• Pharmacy
• Drug Stores
• Online
• Others

Report Attribute/Metric	Details
Market Size 2024	USD 2.10 Billion
Market Size 2025	USD 2.19 Billion
Market Size 2035	USD 3.14 Billion
Compound Annual Growth Rate (CAGR)	3.8% (2025-2035)
Base Year	2024
Forecast Period	2025-2035
Historical Data	2019-2023
Forecast Units	Value (USD Billion)
Report Coverage	Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
Segments Covered	By Product Type, By Gender, By Category, By Price Range, By End-user, By Distribution Channel
Geographies Covered	Romania
Countries Covered	Romania
Key Companies Profiled	Avon, FARMEC S.A., IVATHERM, BIODERMA, ELMIPLANT Cosmetics, Vichy Laboratoires, Sephora, Sabio Cosmetics SRL, Beiersdorf Ag, Ziaja Ltd
Key Market Opportunities	·         Digital Marketing and Influencer Collaborations
Key Market Dynamics	·         Demand for customized products ·         Rising disposable income