Analysis of the Russian cosmetics market development and possibilities of implementing a new business project

Subject. The article addresses the perfumery and cosmetics market development in Russia in the context of sanctions. Objectives. The study aims to assess the activities of retailers and Russian manufacturers of cosmetic products. Methods. The study employs content analysis and comparative analysis. Results. The main advantage of the Russian cosmetics market is the ability to scale up business and automate workflows. Native advertising is one of the most effective ways to promote products. Competition between manufacturers in the Russian cosmetics market is becoming increasingly fierce. Conclusions. Taking into account the current data, it is possible to create a successful brand that will occupy its niche in the market and provide a stable income in the long term.