Many personal care product markets in Eastern and Central Europe are growing slowly, with incremental growth being tapped especially by major international brands who have squeezed out local players with their solid pricing and reliable quality.
But with natural cosmetics rising in popularity, there is still space for innovative smaller players with sufficient local roots and know-how to appeal to consumers in what remains an extremely diverse region in terms of culture and consumer habits.
Romania: still modest
Romania’s personal care product sector is a case in point. In 2015, the country’s personal care market continued to perform modestly compared with other countries in Eastern and Central Europe and the European Union (EU) in general.
According to Brussels-based cosmetics and personal care industry association Cosmetics Europe, Romania ranked
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