Krasnodar, Russia (January 17, 2023): Magnit, one of Russia’s leading retailers, launches Magnit Cosmetic Online — a specialized Internet store offering cosmetics and other non-food fast-moving consumer goods.

The concept of the online store is based on the Company’s Magnit Cosmetic format — the largest drogerie chain in Russia. Just like its brick-and-mortar sibling, the new platform offers its customers makeup, perfumes, personal care and hygiene products, home care goods, and household chemicals.

Moreover, the new platform will have a wider and deeper assortment compared to traditional Magnit Cosmetic stores thanks to the “infinite shelf” enabled by e-commerce. For example, the Personal Care category will be expanded with professional products and cosmeceuticals, as well as drugstore brands. The platform might also feature products that the offline Magnit Cosmetic does not carry or has a limited assortment of, such as dietary supplements, home textiles, tableware, toys, pet goods, as well as adult products. The majority of the assortment will be in the price range from “value” to “medium+”.

In line with the Company’s other formats, Magnit Cosmetic Online features Magnit's private labels, including exclusive Stellary and Beauty Bomb makeup products, KuMiHo care cosmetics, Casper and NaNi baby care, and eco-friendly detergents under the Gardenica brand.

By launching Magnit Cosmetic Online, the Company strengthens its presence in the drogerie segment, which saw a significant portion of demand shifting to digital platforms, and becomes even closer to the consumer. In addition to that, in the future, Magnit will consider the possibility to connect third-party sellers to Magnit Cosmetic Online.

At this moment, customers can order via the Magnit Cosmetic Online app, which is already available for both iOS and Android. In the future, the Company will roll out ordering via the online store’s website, as well as via the Magnit Delivery app, which covers all of Magnit’s formats.

Elena Tikhonova, Head of Magnit Cosmetic Online at Magnit:

“A significant portion of demand for non-food products has shifted online. We want to follow our customers, and we are launching Magnit Cosmetic Online to do just that. The online store’s ‘infinite shelf’ represents an important advantage that we lack offline. It will enable us to offer our customers a very broad choice of cosmetics and household chemicals, as well as products for home, family, and entertainment.”

Magnit has been developing the drogerie store format since 2010. Today, Magnit Cosmetic boasts over 7,000 stores and is the largest chain in this segment in Russia and Magnit’s leading non-food format. The stores offer an assortment of around 7,500 SKUs of cosmetics, perfumes, and non-food fast-moving consumer goods. In 2020, Magnit launched express delivery from Magnit Cosmetic stores together with Delivery Club. In 2021, it followed up with the launch of its own delivery service. In 2022, Magnit Cosmetic continued developing in the e-commerce space and launched its stores on Ozon and Wildberries.

Magnit Launches Magnit Cosmetic Online