TOP UKRAINIAN COMPANIES IN THE BEAUTY AND CARE SECTOR 2025
Rating of the Best Ukrainian Companies in the Beauty and Care Sector from Ukrainian Business Award
The Ukrainian cosmetics and personal care market in 2025 remains one of the most competitive and structured FMCG segments. The Ukrainian Business Award rating includes companies operating in various formats — from mass production to niche brands, but all of them form the real volume of supply on the domestic market. The TOP-10 included BIOKON, ProCare, Hillary Cosmetics, Elfa Pharm, Acme, NATURPRO, Mermade, Astra Cosmetics, Supermash and Golden Farm. The analytics take into account the product range, certification, digital efficiency, customer experience, brand recognition and the final jury assessment.
The number of types of cosmetic products directly reflects the scale of production and the company’s ability to work with different consumer segments. BIOKON has the widest range, 22 types of products, which allows the company to cover the basic needs of the mass market. ProCare is represented by 21 categories and demonstrates a systematic approach to forming lines. Hillary Cosmetics (17), Elfa Pharm (16) and Acme (16) maintain a balance between breadth and specialization. NATURPRO (15) and Mermade (11) focus on select categories, while Astra Cosmetics, Supermash and Golden Pharm operate in more concentrated niches.
The presence of certificates remains a key marker of compliance with safety and quality standards. The highest indicator in ProCare is 3 certificates, which distinguishes the company from competitors. Elfa Pharm, Acme, Hillary Cosmetics, Astra Cosmetics and BIOKON have 2 certificates each, confirming the stability of production processes. Mermade and NATURPRO work with one certificate, while Supermash and Golden Farm did not declare certification within the rating. This creates a noticeable difference between companies with formalized standards and those that emphasize other competitiveness factors.
WEB Performance Index shows how effectively companies operate in the digital environment. The maximum score of 10 was received by Supermash and Golden Farm, demonstrating technically strong sites. ProCare, BIOKON, NATURPRO and Astra Cosmetics have high scores – 9 points each, indicating a stable online infrastructure. Elfa Pharm, Mermade, Acme and Hillary Cosmetics each received 8 points, maintaining a competitive but not leading level. In general, digital has become a full-fledged sales and communication channel for most of the rating participants.
The Customer Experience Index reflects the quality of interaction with the end consumer. Mermade and ProCare received the highest score of 10 points, which distinguishes them in terms of service, communication and after-sales support. Acme and Hillary Cosmetics have 9 points each, demonstrating stable work with customers. Elfa Pharm, BIOKON, Astra Cosmetics, NATURPRO and Supermash with an indicator of 8 points are in the strong middle segment. Golden Pharm received 7 points, indicating a more traditional model of interaction with consumers.
The duration of presence on the market remains an important factor in trust. Supermash has been operating for 34 years, Astra Cosmetics, Acme and BIOKON, 30 years each, forming a long-term presence in the industry. Golden Pharm has 27 years of experience, Elfa Pharm 20 years. NATURPRO (11 years) and ProCare (9 years) represent a more modern wave of companies. Mermade and Hillary Cosmetics are the youngest participants in the rating with 6 and 4 years of operation, respectively, but already have notable market positions.
Brand search queries show which companies consumers are most often looking for directly. Hillary Cosmetics and Mermade became the leaders in recognition. They are followed by BIOKON, Golden Pharm, Acme and ProCare, which are consistently present in the information field. NATURPRO, Supermash, Elfa Pharm and Astra Cosmetics form the second wave of search demand. This structure demonstrates different levels of marketing activity and public presence of brands.
Online traffic is a direct indicator of consumer interest. Hillary Cosmetics shows the highest figure, 60,969 visits per month. Golden Pharm (23,705) and Mermade (15,432) also have a significant audience. BIOKON, Acme, Supermash and NATURPRO operate in the segment of up to 2 thousand visits, while ProCare and Astra Cosmetics have lower figures. Elfa Pharm did not record any traffic within the rating that would affect the overall digital score.
The rating of reviews forms an idea of the real experience of consumers. The highest result is Mermade — 34.37 points, followed by ProCare with 24.75. Hillary Cosmetics (15.71) and Elfa Pharm (10.5) maintain positive dynamics. Golden Pharm, BIOKON, Supermash, Acme, Astra Cosmetics and NATURPRO have lower indicators, which indicates less active or less systematic work with online reputation.
SFU Index shows the level of presence in social networks. Hillary Cosmetics (8) and Mermade (7) are the most active, Acme and NATURPRO also have 7 points each. ProCare with a score of 6 points maintains stable communication with the audience. Astra Cosmetics, BIOKON, Golden Pharm, Supermash and Elfa Pharm use social channels more limitedly.
In terms of multi-channel feedback, ProCare, Acme, NATURPRO, Astra Cosmetics, and Hillary Cosmetics are the leaders — each with 4 interaction systems.
The average score of the Ukrainian Business Award jury summarizes all criteria. The highest score was received by ProCare — 9, which reflects the balance of the assortment, service and quality. Hillary Cosmetics has 8.9 points, maintaining strong positions in digital and branding. Acme, Supermash and Mermade received 8.4 points each. BIOKON, Astra Cosmetic and Golden Pharm — 8.3 points each, and Elfa Pharm — 8.2 points. All participants in the rating remain competitive players in the Ukrainian beauty and care market.
The TOP-10 Ukrainian companies in the beauty and care sector in 2025 demonstrate different business models, levels of scaling and approaches to working with customers. The market combines large manufacturing companies and brands with an active digital strategy, which forms multi-level competition. It is this diversity that allows the industry to remain sustainable, adaptive and focused on long-term development.
Analytics developed by Ukrainian Business Award with the support of analytical partners Serpstat, Clarity Project.
The members of our jury also reviewed the analytics and gave their expert assessments: Ilya Slavhorodsky (CEO — Ukrainian Business Award), Oleksandr Stepanov (HBD — Head of Business Development Department UBTA — Ukrainian Business & Trade Association), Dmytro Savytskyi (psychologist, consultant, business trainer, partner Tomalogy-Supervisor), Kateryna Makarenko (Retail, E-commerce, HoReca, FMCG, Pharma, B2B) and Viktoriya Papazova (Head of R&D and Innovation AmA Invest, Chief Marketing Officer — SOCAR Energy Ukraine, Marketing Director — GC Novi Produkty).
Conclusion based on the Results of the Ukrainian Business Award: TOP Ukrainian Companies in the Beauty and Care Sector 2025.
Summarizing all the information, we can announce the nominees of Ukrainian Companies in the Beauty and Care Sector 2025:
| Place in the rating | Company | Balls | Balls % |
|---|---|---|---|
| 1 | ProCare | 14,88057038 | 100,0 |
| 2 | Hillary Cosmetics | 14,80911013 | 99,5 |
| 3 | Mermade | 13,45305217 | 90,4 |
| 4 | Acme | 9,353070013 | 62,9 |
| 5 | Elfa Pharm | 8,876767415 | 59,7 |
| 6 | БІОКОН | 8,68778691 | 58,4 |
| 7 | Supermash | 7,840513109 | 52,7 |
| 8 | NATURPRO | 7,622456228 | 51,2 |
| 9 | Голден Фарм | 7,384922681 | 49,6 |
| 10 | Астра Косметик | 7,091750953 | 47,7 |
