VTB: The beauty industry in the Russian regions shows growth
The number of clients of small and medium-sized beauty businesses in Russia increased by 10% in 2026, with regional business showing the greatest dynamics.
VTB Bank presented such data at InterCHARM 2026.
Individual entrepreneurs make up 86% of beauty market participants – they are mainly small studios and craftsmen working for themselves. The number of customers of the segment is led by Moscow and St. Petersburg with the regions, as well as the Republic of Crimea, Krasnodar Territory and the Rostov region. The largest increase in 2026 showed Kostroma region (+40%), Novgorod and Tomsk regions (+20%), Sverdlovsk and Vologda regions (+17%).
Among the areas of beauty business in the country, cosmetic services are leading - the number of such companies increased by 16%, hairdressers and beauty salons increased by 8%, cosmetics and perfumeries stores - by 5%.
The beauty industry remains one of the most popular areas of small business. Growth is largely provided by small specialized formats, such as studios. This model allows you to quickly start a business and reach a payback, said Yulia Kopytova, Head of the Department of Analysis, Coordination and Product Development, Senior Vice President of VTB.
Among banking products, customers of the beauty segment, in addition to cash settlement services, are in demand business cards and acquiring.
InterCHARM is an international exhibition of perfumery and cosmetics industry of Russia and the CIS. In 2026, it takes place on October 14-17 at Crocus Expo, the event is attended by more than 1,700 companies from 30 countries.
