Cosmetics and skin care market in Romania

Earlier Report Observations

Between 2018 and 2019, the Romanian cosmetics and skin care market experienced steady growth, supported by a 9.7% increase in imports of beauty products, perfumes, and hair care items. The production sector more than doubled its business since 2013, exceeding 120 million euros by 2018, while consumer preference began shifting toward clinically tested and natural offerings. The COVID-19 pandemic in 2020 reduced demand for makeup due to store restrictions and mask mandates, but this was offset by rising demand for at-home personal care products, which sustained overall import growth.

Post-pandemic recovery in 2021 revived the market as social activities resumed, boosting imports by 16.8%. Consumer interest moved decisively toward skin care and wellness products, with influencers gaining a stronger role in purchase decisions. In 2022, inflation led consumers to focus on cost-effective, science-backed skin care, while online sales expanded and interest in Korean cosmetics grew due to gentle formulas, resulting in a stabilized market size with a 0.6% increase.

By 2023, demand for skin care products continued to rise, driven by digitalization and biotechnology, contributing to an 11.5% growth in market size. New segments like waterless cosmetics and natural-ingredient-based products emerged, and personalized offerings tailored to specific needs gained popularity. In 2024, market expansion persisted through technological innovations, including AI for customized routines, while social media influence, particularly from TikTok Beauty, and clean beauty trends further shaped consumer preferences.

Production cosmetics and skin care in Romania

According to Faostat, there is no production of cosmetics and skin care in Romania.

Exports cosmetics and skin care from Romania

Exports in kind, t

Romania's cosmetics and skincare exports declined for the second year in a row. In 2020, exports totaled 1 667 tons, marking a 19.2% decrease from the previous year. Over the period from 2017 to 2020, exports fell by 42.2%, which translates to an average annual decline of 16.7%. The highest export volume was recorded in 2018 at 2 901 tons. The most significant drop occurred in 2019, with a 28.9% decrease, while the largest increase was in 2018 at 0.7%.

Annual dynamics of product's exports from Romania in kind, 2017-2020, t

From 2017 to 2020, Bulgaria, Moldova, and Hungary remained the primary destinations for Romania's cosmetics and skincare exports by volume. Bulgaria accounted for 37.3% of exports, Moldova for 15.6%, and Hungary for 13.4%. Together, these three countries represented 66.3% of total export flows.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Romania in kind, 2017-2020

Exports in value, M $ US

After two years of growth, Romania's cosmetics and skincare exports by value declined. In 2020, exports reached 41.3 million US dollars, down 21.2% compared to 2019. Between 2017 and 2020, exports increased by 12.6%, averaging an annual growth rate of 4.0%. The peak value was recorded in 2019 at 52.5 million US dollars. The largest increase occurred in 2018, with a 28.1% rise.

Annual dynamics of product's exports from Romania in value, 2017-2020, M $ US

Between 2017 and 2020, Bulgaria, Hungary, and Moldova consistently led as the top destinations for Romania's cosmetics and skincare exports by value. Bulgaria held 29.4% of exports, Hungary 18.0%, and Moldova 11.3%. Collectively, these three countries made up 58.7% of total export value.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Romania in value, 2017-2020

Imports cosmetics and skin care to Romania

Imports in kind, t

In 2020, Romania's cosmetics and skincare imports by volume totaled 16 216 tons, showing little change from 2019. From 2017 to 2020, imports decreased by 11%, with an average annual decline of 3.8%. The lowest import volume was in 2019 at 16 134 tons, while the highest was in 2018 at 20 367 tons. The most substantial drop occurred in 2019, with a 20.8% decrease, and the largest increase was in 2018 at 11.8%.

Annual dynamics of product's imports to Romania in kind, 2017-2020, t

From 2017 to 2020, Germany, Poland, and France were the main sources of cosmetics and skincare imports by volume to Romania, together accounting for 51.7% of total imports.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Romania in kind, 2017-2020

Imports in value, M $ US

Romania's cosmetics and skincare imports by value increased for the third consecutive year. In 2020, imports reached 230.6 million US dollars, up 2.8% from the previous year. Between 2017 and 2020, imports grew by 27.6%, averaging an annual increase of 8.5%.

Annual dynamics of product's imports to Romania in value, 2017-2020, M $ US

During 2017–2020, Romania's cosmetics and skincare imports by value came from a diverse range of markets. Even the largest suppliers—France, Poland, and Germany—collectively represented only 45.2% of total import value.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Romania in value, 2017-2020