Serbia’s cosmetic industry is on the rise, with exports reaching 80.3 million euros in 2023, a nearly 40 percent increase from the previous year. Over the past five years, the total export value of cosmetic products from Serbia has reached 278 million euros.
Bojan Stanić from the Serbian Chamber of Commerce highlighted that Serbian cosmetic products are now exported to nearly every corner of the globe, not just neighboring countries. The most significant exports include beauty, makeup, and skincare products, as well as toiletry soaps.
Since April 2023, national regulations governing cosmetic products have been fully aligned with EU standards. This ensures that Serbian cosmetic products meet the same efficiency and safety criteria required for the European market. However, there are additional administrative steps, such as appointing a responsible person within the EU for product registration, due to Serbia’s non-membership status.
Božidar Backović, owner of a Belgrade-based company producing approximately 1,500,000 units of cosmetic products annually, believes in the potential of Serbian cosmetics in the European market. He emphasizes the importance of product quality, innovation, and adaptation to consumer trends.
Backović’s company prioritizes the use of domestic raw materials and packaging. Their team of pharmacists and technologists is dedicated to continuously improving production technology and product formulations. Their product range includes popular items like day and night creams, serums, facial tonics, cleansers, makeup removers, and various types of soaps.
Expansion into foreign markets requires meeting legal requirements, maintaining high product quality, and establishing a reliable distribution network. Backović’s company has been exporting to Montenegro and Bosnia and Herzegovina for some time but sees potential for growth in other countries as well.
Their export quantities vary based on market demand and seasonal trends. Among their most successful products are day and night face creams and face serums containing silver ions, known for their moisturizing and regenerative properties. The inclusion of silver ions also provides antimicrobial benefits, particularly suitable for sensitive skin.
Backović notes a growing interest in their products both domestically and abroad, attributing their success to high quality and active marketing efforts. Despite the challenges of breaking into foreign markets, their commitment to excellence has helped them establish a recognizable brand beyond Serbia’s borders.
