Local cosmetics sector exceeded EUR 120 M threshold last year

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Businesses in the cosmetics sector in Romania have doubled from 2013 to 2017, mounting to a value of over EUR 100 million, while preliminary data of 2018 reveal that the EUR 120 M threshold has been exceeded, reads a KeysFin survey.

The total turnout of the local cosmetics producers has increased by 11 percent in 2017 as against the previous year. The cosmetics retail has a 4 pc advance compared to 2016 and is up by 35.4% as against 2013, to almost EUR 1.5 billion in 2017.

Overall, the analysis says the cosmetics business in Romania is getting near EUR 2 bln in 2019, including both production and also sales of cosmetics.

The imports of cosmetics products have increased by 9,7% as against 2017, being 100% higher than in 2010, mounting to EUR 525 million last year. Local companies have mainly imported beauty and makeup products (35%), perfumes, personal hygiene items and hair care products.

As for exports, there is significant performance, the research says, compared to seven years ago. Romania has scored a 276% higher advance in 2018 compared to 2010, reaching EUR 327.5 million. Romanian cosmetics companies have mainly exported hair care products (70%), personal hygiene items, beauty and make up and perfumes.

Farmec S.A, owner of famous Gerovital brand, has been the most important player on the local cosmetics market, in terms of turnover. The company posted a EUR 46.9 million turnover in 2017, representing 45 per cent of the market share.

Detergenti S.A, owned via Procter & Gamble Romania, has ranked second, with a turnover of EUR 22.1 million in 2017 (21% of the market), while Papillon Laboratoires Cosmetiques, controlled by Cypriot Miralon Holdings Limited comes third, with businesses of EUR 11.8 M in 2017 (11% of the market share). Two Romanian 100% owned companies, Ais Pharma and Gerocossen are coming next.

As for the cosmetics sales, Interbrands Marketing and Distribution, controlled by Cypriot Holson Holdings Limited ranks first, with EUR 187.4 million, holding 16 pc of the market share.

L’Oreal Romania ranks second, with sales of EUR 80.9 M, while Sarantis Romania, also controlled from Cyprus Sarantis, comes third, reporting EUR 65.3 M.

DM Drogerie Markt from Austria, local Millenium Pro Design  and Sephora are also main market players on sales.

Most of the cosmetics businesses are made in Cluj county, reads the survey, with the ranking also including companies from Bucharest, Prahova, Timiș and Sibiu.

Almost 14,000 people were employed in the local cosmetics sector in 2017, most of them acting in the sales sector.

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