Natural Cosmetics forging ahead in Eastern Europe

The natural cosmetics market worldwide has grown dynamically in recent years. This positive trend continued in 2011, and we see the evidence not least in the markets of Eastern Europe. Many natural cosmetics shops are being run successfully in the Czech Republic, Hungary and Poland, featuring excellently trained staff and very individual products for the customers. In the first part of this series about the natural cosmetics market in Eastern Europe, we introduce Biooo. CZ and a Dr. Hauschka flagship store, both in Prague. On the manufacturing side, we find interesting firms in the Czech Republic producing essential oils in organic quality and natural cosmetics using hemp. (Picture: Biooo.cz in Kotva department store)
Biooo CZ ,the natural cosmetics shop that was taken over in 2008 by Michaela Kaplanova, is to be found in the entrance area of the well known Kotva department store in Prague. It has been operating for more than ten years, although it used to offer a less ambitious product range. Now Mrs Kaplanova has quadrupled the range of natural cosmetics and extended the shop to 25 m². Despite the retail area still being relatively small, she offers a wide selection of high-value cosmetic products. (Picture: The popular Kotva department store in the centre of Prague, that celebrated its 35th anniversary in February)

On sale in the shop are around 4,000 articles, including various product sizes. Mrs Kaplanova also sells about 3,900 of these products via the internet. Her aim is to make a wide and varied choice of natural cosmetics available across the whole country, and for this reason she decided to go into the wholesale business and supply other shops. Her offer includes the brands Santaverde, Pien Dairy Spa and Eliah Sahil, and Ceano Cosmetics will also soon feature in her product range. (Picture below on right:Biooo.cz viewed from outside)

98 % of everything she sells is of natural origin. All articles are 95 % natural, and about 15 % of the products are certified organic by BDIH, Natrue, Ecocert, Cosmebio, Demeter, cpk bio and cpk. Mrs Kaplanova is optimistic about the future – she is expecting growth in turnover of 5 % to 10 % in the year ahead.

In the Czech Republic they don’t just rely on imported natural cosmetics – they have domestic production as well. You can buy natural-based products containing a small proportion of natural ingredients, articles that are 100 % of natural origin and articles with organic ingredients. There is an especially wide selection of essential oils and plant oils in organic quality on the market. For example, Nobilis Tilia offers gels made from hemp seed oil, vanilla in jojoba oil and hazelnut oil. The catalogue in English can be accessed here. Another successful company is Saloos, that has been operating since 1993 and is one of the most important manufacturers of natural cosmetics in the country. About 60 % of raw materials come from organic agriculture or wild collecting. Henep produces a range of organic cosmetics with raw materials like hemp, pumpkin, plum and oils.

For several years there has been a Dr. Hauschka shop (20 m²) at Republic Square in the centre of Prague (picture), where you can buy not only Dr. Hauschka products but also, for example, soaps by Savon du Midi and incense products by Encens Ecologique. The shop has been operated by Mrs Smetana since 1999 as the marketing partner of Dr. Hauschka in the Czech republic and Slovakia. Regular training sessions for Dr. Hauschka cosmeticians are held in the shop, so that customers are assured of the highest degree of advice. (Pictures on the left and below: The product range at Dr. Hauschka in Prague)

Wala Heilmittel GmbH, the German manufacturer of anthroposophic-homeopathic Wala medicines, the natural cosmetics of Dr. Hauschka Kosmetik and the products of Dr. Hauschka Med, has reported rising sales in Eastern Europe. The company is successfully marketing its products not only in the Czech Republic but also in Poland, Hungary, Russia, Estonia, Latvia and Lithuania. Sales are particularly strong in Russia and the Baltic states. The Eastern European market in general is developing very positively for Wala Heilmittel.

You can buy Dr. Hauschka cosmetic products in 170 shops in the Czech Republic and 90 shops in Poland. Dr. Hauschka cosmetics products are found principally in perfumeries and high-end department stores, but they are also on sale in wholefood shops, pharmacies and at Dr. Hauschka natural cometician outlets – and in the shop run by Mrs Smetana. Poland, the Czech Republic and Hungary all have their own Dr. Hauschka flagship store, that is managed by a trained Dr. Hauschka natural cosmetician.The high quality of the advice given by the natural cosmeticians and the attractive presentation of products are reflected in the sales figures – as illustrated by the flagship store in Prague. (Picture: Facial treatment by a Dr. Hauschka cosmetician to stimulate the lymph system)

There has been steadily rising demand for certified natural and organic cosmetics in these countries in 2011. Dr.Hauschka Kosmetik is one of the premium brands but, as Inka Bihler-Schwarz, who is responsible for press and public relations, points out, “bio” as such has not yet achieved the status and attention it is accorded in Germany for example. She says that this is the reason why there are fewer wholefood stores than in Germany or Western Europe, although the number is on the increase. This rising demand for high-value natural and organic products is responsible for the very pleasing growth in turnover in the Eastern European countries named above.