May 14 17:00
Men began to more actively buy perfumes via the Internet: in the first quarter of 2025, their traffic of these platforms increased by 23 % relative to the same period, while in women the indicator grew by 20 %.
In general, the interest of Russians in the online shop in the cosmetic segment remains stably high-the average traffic on the sites of these stores increased by 6 %. This conclusion was reached by Yota analysts based on depersonal data of subscribers.
Absolute leadership falls on the sites of large beauty rhythilers (“Golden Apple”, “Rive Gosh”, “Leteil”, “Ile de Bota” and others)-92 %. During the year, the dynamics of traffic and the growth of the number of visitors to these sites have not changed much, but the smaller sites began to gain momentum.
The most active growth in the first quarter of this year was shown by sites with Korean cosmetics (+45 % compared to the same period last year). Interest has also increased in online stores of chain beauty companies like Avon and Oriflame (+35 %) and perfumery marketplaces (+23 %). The traffic increased by 14 % on the Internet sites of budget cosmetics (“Girlfriend”, “The Smile of the Rainbow” and others).
Women are still leading in purchases of cosmetics online (they account for 67 %). However, men show a significant increase in interest in such goods: in the first quarter of this year, their traffic increased by 23 %, while in women – by 20 %. According to the time spent on perfumes, the male audience almost caught up with the female – the total of their sessions is occupied by 45 % of the total time on thematic sites against 55 % of women.
The most frequent visitors to online cosmetics and perfumes stores are 26-35 and 36-45 years. They account for 63 % of traffic. However, the most active dynamics are demonstrated by the Russians 46+ (+13 %), especially on the sites of perfume online stores (+40 %) and the websites of network beauty companies, where the growth of user traffic was an impressive 60 %.
Young people from 14 to 25 years old remains true to large retailers, which account for 66 % traffic of this audience from all cosmetic online sites. At the same time, young people became more often interested in the products of network beauty companies (+58 %) and perfume online stores (+4 %), and for some of the latter, the figure exceeds 20 %.
Residents of Saransk, Salekhard and Kyzyl are more often interested in the online purchase of cosmetics and perfumes. The TOP-10 also included Gorno-Altaysk, Murmansk, Arkhangelsk, Petrozavodsk, Petropavlovsk-Kamchatsky, Pskov and Maykop-for residents of these cities, where there are not enough offline points in large cosmetic networks at all, the most Internet traffic in the calculation of one user accounts.
Among the Siberian cities, the leaders in the online shopping of cosmetics and perfumes Novosibirsk, Omsk and Kemerovo. Also in the top 5 included Krasnoyarsk and Tomsk.
In Krasnoyarsk, the most frequent visitors of online cosmetics and perfumes stores are 26-35 and 36-45 years. They account for 66 % traffic. All age groups, without exception, prefer the “golden apple”, “laetual” and “Rive Gosh”. Also over the past year, residents of the regional center have become more often interested in the assortment in the Magnit Cosmetics (the amount of data increased by 28 %) and Oriflame (+10 %). The gender ratio of beauty sites looks like this: 66 % of a woman and 34 % of a man.
The press service of Megafon confirmed an increase in interest in online purchases of cosmetics and perfumes among the Siberians. Since the beginning of the year, they pumped a third more traffic on sites of this category than the same period last year. The “explosive” growth was 6 times demonstrated by the Internet site of budgetary cosmetics “Girlfriend”, the volume of data on the sites of the beauty apple (+67 %) and “Il de Bota” (+61 %) has also increased.
