Romania Cosmetics Market

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.

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.

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)

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.

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.

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.