Men in Russia have started buying cosmetics themselves more often: demand up 10%
L'Etoile analysts noted growing interest among men in skincare products: over the first nine months of 2026, demand for men's cosmetics and fragrances increased by 10%, while the number of men buying them on their own grew by about 4%. Nevertheless, 76% of purchases are still made by women.
Otabek Yusupov