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From 580,000 ₽

Initial attachments

300 000 ₽

60,000 - 100,000 ₽

Net profit

10 months

Payback period

Cosmetics are a popular product that you can always make money on. This is a great option for women’s business that a beginner can handle as well. How to open a cosmetics store?

Selling cosmetics and perfumery can be a lucrative business. Every year the beauty industry develops and becomes popularized, new cosmetic products appear - all this contributes to the fact that the demand for cosmetics and perfumery is growing. According to opinion polls, women are ready to spend 15% of their income on cosmetics every month.

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The Russian cosmetics market in recent years has expanded significantly: today the number of trade and production organizations in the segment is growing not only in large cities, but in small towns. This entails increased competition, and therefore there are many factors to consider before opening a cosmetics store.

To open a cosmetics store from scratch, you have to, firstly, choose a specialization, and secondly, solve all the main steps that all retail entrepreneurs face. Namely: register a business, find a suitable premises, arrange a sales area and purchase equipment, form and purchase an assortment, hire employees. Next, we will consider all the tasks in detail.

How to choose a specialization of a cosmetics store

At the preliminary stage, you need to decide on the direction of the store and its assortment. This choice directly depends on the amount of investment, location and ability to supply a particular product. Some stores offer a wide assortment, while others, on the contrary, choose a narrow segment and specific products. In large cities, not only single cosmetics stores are represented, but also entire retail chains. Therefore, it is better to open a store with a narrow focus there, forming an assortment of unique offers. This will allow you to compete with large networkers. If you are planning to open a cosmetics store in a small town, then it is better to give preference to the classic store model in order to reach a wide range of target audience.

What else you need to pay attention to when choosing the direction of a cosmetics store:

The location of the cosmetics store. For example, if a retail outlet is located in a residential area, it is more expedient to focus on a wide range of products and affordable prices. In the city center, you can open an elite cosmetics and perfumery store.

Competition. Trade in unique goods will be successful only in the absence of direct competitors.

The main formats of cosmetics and perfumery stores:

• Elite cosmetics and perfumery store. Target audience - clients with income above average. The products offered must be of high quality, belong to famous and luxury brands. Therefore, such a store will require serious investments. It is best to open a luxury cosmetics store in the city center or in prestigious areas.

Shop of professional cosmetics for nails. Target audience - nail design studios and private manicurists. To open, you need a small area, even an island in a shopping center is suitable, and minimal costs. Such a point of sale can be part of a salon where manicure and pedicure services are provided or located next to them.

Natural cosmetics store. Natural cosmetics are in very high demand due to the popularity of the topic of environmental friendliness and a healthy lifestyle. But in order to win your customer, you need to pay special attention to advertising. the topic of environmental friendliness is popular.

Brand store of decorative cosmetics. You can become the official representative of a well-known brand. Today, many cosmetic brands offer cooperation. The advantage of this idea is that from the very start your business gets a recognizable name and a good reputation. However, the disadvantage is dependence on a partner and competition - if you want to cooperate with any brand, you may be faced with the fact that there is already a representative in your city. To open such a store, you need to conclude a formal agreement confirming the dealership.

Medical cosmetics store. These stores specialize in pharmaceutical and medicinal cosmetics. A retail outlet will require a small room or department in a large pharmacy supermarket. It is recommended to locate a medicinal cosmetics store near pharmacies, health centers, cosmetologist's offices, dermatological clinics.

Arabian or oriental cosmetics and perfumery shop. Recently, cosmetics from a certain country have been gaining popularity. For example, Korean or Japanese cosmetics stores, Arab perfumery boutique, etc. The trade in specific goods assumes the availability of appropriate suppliers. This is the main difficulty. The advantage is the ability to stand out in the market among competitors and attract your target audience.

Shop of professional cosmetics for make-up and makeup artists. The outlet focuses on narrowly focused specialists providing visage and make-up services. It is advisable to locate a professional cosmetics store next to beauty salons. You can expand the assortment with professional equipment and tools.

Handmade home cosmetics store. Handmade goods always attract the interest of buyers. But due to the specifics of production, the choice of means is often limited. Product certification should also be carefully checked. Therefore, some difficulties may arise in this direction. The most popular product in this segment is soap making.

Natural ecological or organic cosmetics store. Today, ecological and organic cosmetics are very popular. Natural products are often unreasonably expensive, but they are still in high demand. Therefore, the sale of such cosmetics is considered a profitable business.

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As you can see, there are many directions to open a cosmetics store. Choose what you are good at and where the competition is minimal. Today, the surest way to win your consumer is to sell cosmetic brands that are not represented or are almost inaccessible in Russia. The consumer needs to be offered an exclusive, and then he will be interested in your cosmetics store. A well-defined target audience and assortment is the basis of your success.

Legal issue in opening a cosmetics store

Before taking any steps to open a cosmetics store, you should understand the legal nuances. The first step in opening a cosmetics store is to register a business. You can register as an LLC or an individual entrepreneur. For a small store, an individual entrepreneur will be enough, and for large ones it is better to choose an LLC. When registering, you will need to indicate the activity code according to the OKVED-2 classifier: 47.75.1 “Retail trade in cosmetic and perfumery goods, except for soap in specialized stores”.

As for the taxation system of a cosmetics store, the STS or UTII is suitable. The latter option is convenient if the area of ​​the premises is no more than 150 sq. M. But for a cosmetics store, the premises will no longer be needed.

Retail business does not require any special permits. To open a store, you need to collect a package of documents, which includes a sanitary and epidemiological conclusion from Rospotrebnadzor, permission from the fire inspection, regulatory documents for the store. The entrepreneur must prepare a lease agreement or property documents, a sanitary passport for the premises, an act from the BTI confirming the commissioning of the premises. It will also require contracts for the removal of solid waste, pest control and deratization of the premises. In addition, you need to open a bank account and purchase a cash register, which is subject to mandatory registration with the Tax Inspectorate.

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In general, registering a cosmetics store is quite simple, and at this stage no difficulties should arise. It is also necessary to remember that all cosmetic products must be certified, and when concluding contracts with suppliers, it is necessary to check the documents and pay attention to the compliance of the products with the current requirements.

Since July 2012, the Technical Regulations of the Customs Union have been in effect, which sets out in detail the procedure for mandatory certification of cosmetic and perfumery products, as well as the requirements for paperwork for goods, and labeling of products. It also describes the requirements for packaging, which must contain comprehensive information about the product.

Product certification is carried out by special state laboratories under Rospotrebnadzor. The generalized assortment of goods subject to mandatory certification is as follows:

cosmetic products - products that help to care for the skin of the face, body and hands, hygiene products for the oral cavity and teeth, hair and scalp care products;

decorative products - everything that is used for make-up, cosmetics for nails

perfumery - perfume, eau de toilette, deodorant, cologne;

toilet soap - liquid, solid, soap paste or powder;

Any cosmetics store must have a complete package of documents for each batch of products.

How to choose a space for a cosmetics store

As for any retail establishment, the location factor of the cosmetics store plays an important role. The favorable location determines 70% of the success of the outlet. When assessing a place, one should take into account the characteristics of the area, the ease of parking, the intensity of pedestrian flow, visibility and noteworthiness, the proximity to similar enterprises.

The main selection criterion is the location of the retail space for a cosmetics store. It should definitely be in a place with a lot of pedestrian traffic. What are these places? City center, dormitory densely populated area, shopping malls, etc. As a rule, premises for shops are rented on the basement or ground floor of an apartment building or an area in a shopping center. An excellent option would be to open near beauty salons, because your target audience is concentrated there. Advantages of placing a cosmetics store in a shopping center: high traffic, concentration of the target audience. Advantages of placing a store in a residential area: savings on the lease of retail space, walking distance for residents of houses.

Before making a choice in favor of this or that premises, be sure to monitor your competitors: it is better to avoid the neighborhood with cosmetic hypermarkets, branded cosmetics stores and your direct competitors. Also examine the operational characteristics of the room. There are no special requirements for the premises for a cosmetics store.

The minimum area of ​​the rented premises is 40 sq.m. if you are planning to open a cosmetics store with a good assortment. For a small trading floor, 25 sq.m. will be enough. It is important to remember that in addition to the sales area, the rented area should be enough for a warehouse and premises for households. needs. Lease of a retail space with a total area of ​​40 sq.m. on average in Russia it costs about 30-40 thousand rubles per month.

Average lease of commercial premises of various sizes in Russia, rubles *

* according to the analysis of ads on the Avito website as of 09/20/2018

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You should pay attention to the layout of the cosmetics store - the sales area should be square or rectangular, without unnecessary bends - this will make it more convenient to place the showcase and make the most of the available space. It will be a huge plus if there are large display windows in the room. This will allow you to design a storefront that will attract shoppers from the street. It is also recommended to look for renovated premises in order to speed up the project launch process and save on finishing work. There are no special requirements for repairs - you need to keep the room clean and tidy. But there must be high-quality lighting.

How to arrange a retail space for a cosmetics store

The retail space should be well-lit and have a pleasant interior that emphasizes the product. Also, if the room allows the creation of a glazed showcase, it should be decorated as well.

Basic principles of cosmetics store design:

island zoning of the retail space - each brand has its own stands, decorated in the appropriate style;

color gradation of prices for goods (for example, to highlight super-offers with green price tags, economy positions - in yellow, etc.);

contrasting colors in the design (white and black, red and white, etc.). But at the same time, it is undesirable to use too bright and flashy shades that will distract and annoy customers.

What equipment is required for a cosmetics store

The main element in the design of a cosmetics store is trade equipment - racks, showcases, shelves, a cash counter, a cash register. When determining the amount of required commercial equipment, it is necessary to rely on the volume of goods. It is not recommended to place it too close to each other so that a potential buyer could easily see each sample. The most popular models should be placed in the most conspicuous places on the display case.

All products are arranged according to the type of product (counters with decorative cosmetics, shelves with perfumes, etc.) or sorted by brand. If the store operates in a self-service format, shopping areas should be equipped with open showcases, island and wall-type shelving. If a classic store format is planned, then you will need to install special glass showcases.

In order to equip a trading floor with an area of ​​30 square meters, you will need to spend about 150 thousand rubles. Keep in mind that according to statistics, losses from theft can range from 5 to 10% of the turnover of a point of sale, so if possible, you should spend money on anti-theft equipment.

The basics of displaying a product in a cosmetics store:

arrange the product so that it is clearly visible;

compose ordered product compositions;

take into account the compatibility of products, take care of a successful product neighborhood;

use retail space, showcases and equipment wisely and efficiently;

monitor the availability of the entire list of goods, as well as its quality (content in proper conditions, adherence to expiration dates, etc.).

When laying out products, remember that products that are located at eye or hand level are bought unknowingly. Therefore, it is worth placing more expensive goods there, and lowering the cheapest ones to the lower shelves. It is also beneficial to create display cases and shelving that offer visitors seasonal goods. For example, in summer it will be deodorants, tanning products, and in winter - hand creams, hygienic lipsticks, etc.

How to form an assortment of a cosmetics store

The assortment of a cosmetics store is determined based on the format of the trade and the size of the premises. The main condition is the complete filling of the shop windows, but the absence of a pile of goods. Half-empty stands can scare away buyers, and cluttered shop windows are very difficult to navigate. The first batch of goods should not be too large. Until you know what demand this or that product will be, it is better to buy a small batch and analyze the sales. Based on the specifics of demand and the conditions of suppliers, it will be necessary to make additional purchases of goods. The main thing in this matter is to correctly calculate the required volume of goods in order to diversify the assortment, but to exclude oversaturation of product shelves.

Before forming an assortment, you should conduct a thorough analysis of the market, suppliers and assortment of competing stores. This will allow you to determine consumer demand and select products in such a way as to create a unique offer in the market. A competent approach to the selection of the assortment will allow you to avoid excess inventory, reduce the likelihood of illiquid assets, increase turnover, form competitive advantages and attract a potential buyer. Carefully study the reviews of suppliers and the quality of their products. According to statistics, about 30% of all cosmetic products are contraband or counterfeit.

Assortment planning may seem daunting, but don't worry. Over time, you will find the best ratio of goods on the store shelves, but first you should focus on proven and in-demand mass-market products and advertised novelties.

The initial purchase of goods will require about 300 thousand rubles. The assortment should include products of various price categories, here is their approximate ratio:

Cheap goods - 50%

Average cost - 30%

Expensive goods - 20%.

The percentage depends on many factors, for example, the location of the store, the population size, the economic situation in the country, etc.

decorative cosmetics (lipstick, mascara, powder, shadows, etc.);

skin care;

body care;

hair care;

perfumery.

As for trade margins, they usually amount to 20-50% for cosmetic products, and 50-100% for perfumery. In addition to the cosmetics and perfumes themselves, you can sell various accessories - this will increase your profits. You can diversify the assortment with jewelry, glasses, cosmetic bags, hair accessories and more.

Another important point when purchasing a product is finding suppliers. The ideal option would be cooperation with large wholesale suppliers that have already established themselves in the market. On the Internet you can find all the necessary information: terms of cooperation, catalogs, reviews. Only work with suppliers who can provide you with a quality assurance. In addition to well-known brands that are widely available on the market, try to find a brand that is not listed in other stores. A unique offer can become your competitive advantage.

How to choose the staff of a cosmetics store

Competent staff is the key to the success of a cosmetics store. Therefore, the selection of personnel should be approached with special responsibility. The main personnel in the store are sales assistants. The number of sales assistants depends on the area of ​​the store and the schedule of its work. For example, for a small store with an area of ​​40 sq. m., four sales consultants will be enough, working two after two. In addition, to ensure business processes, you will need an accountant, a personnel officer, a commodity specialist. These functions, if necessary, can be performed by the entrepreneur himself.

Portrait of a sales assistant: a young girl, smiling and polite, who knows a lot about cosmetics and knows how to convey information to the buyer in an understandable form. Practice shows that it is this type of sellers that inspires the greatest confidence in the average buyer. The key criteria in the selection of personnel are communication skills, responsibility, politeness, the ability to work with people. Before starting work, sellers should be trained in the range of products, their characteristics and sales technology.

To help the buyer, consultants must know the product, its characteristics, be able to correctly answer various questions. Therefore, training of personnel may be required. If there is a financial opportunity, you can send your employees to various trainings. For training, personnel not only get acquainted with the technology of sales, but also receive highly specialized knowledge of the types of perfumery and cosmetic products. Well-known cosmetics brands regularly hold trainings and seminars for employees of the beauty industry. Some of these events are free to attend.

The preparatory stage lasts about two months, during which it is envisaged to go through registration procedures, establish partnerships with suppliers, search for suitable premises, recruit personnel, purchase equipment and goods, as well as design a retail space.

How to promote a cosmetics store from scratch

The tools for store promotion are selected depending on the advertising budget. What methods can be used to promote a cosmetics store from scratch:

Use a special SMS messaging service that will notify potential customers about the opening of a new store.

Place information about the store in city electronic directories.

Attract visitors with discount and discount programs.

A decorated storefront also acts as an advertising tool, which will attract the attention of potential customers. According to market research, 70% of customers visit a store because they are attracted by a beautifully designed storefront. The cost of window dressing is 25,000 rubles on average.

Some distributors provide support to their partners and even partially cover advertising costs. The advertising budget of a cosmetics store in the first months of operation must be at least 30 thousand rubles. After that, you can reduce advertising costs to 10 thousand rubles a month.

It will take an average of 2 to 5 months to promote the store and reach the desired sales volumes - during this time, buyers have time to learn and get used to a new outlet.

How much does it cost to open a cosmetics store from scratch

To open a cosmetics store, you need to calculate the amount of the initial investment. To do this, you need to decide on the costs of purchasing equipment, the initial purchase of goods and advertising promotion. The main items of initial costs are shown in the table.

Initial investment

Also, as part of a business plan for a cosmetics store, it is necessary to calculate the approximate amount of monthly expenses. They are divided into variables and constants. Variable costs consist of the cost of purchasing goods and transporting them. Fixed costs consist of rent, utility bills, payroll, advertising costs, taxes and depreciation charges.

Fixed costs of a cosmetics store

Thus, the constant monthly expenses for a cosmetics store will amount to 177,000 rubles.

How much does a cosmetics store earn

The calculation of future income is based on the fact that the trade margin for cosmetic products and perfumes is 30-100%. Expect to operate at a loss or a tiny profit for the first few months as it will take time to attract buyers.

The store's daily income is 10 thousand rubles a month. With an average check of 700 rubles, for such a volume of revenue, 14-15 clients are needed. Then your monthly income will be 300 thousand rubles. From here we subtract the monthly expenses and the cost price (purchase price) of the goods. We get a net profit of 60-100 thousand rubles.

Income per month - 300,000 rubles

Net profit - 80,000 rubles

Payback - about 10 months

The average profitability of this business is 10%, that is, you can recoup the initial investment in the amount of 600 thousand rubles in about 10 months.

It should also be noted that before the holiday dates (March 8, February 14, New Year), the revenue will be significantly higher. Popular stores can earn quarterly revenue over the two-week pre-holiday period. Keep this in mind when drawing up your cosmetics store business plan to open shortly before the holidays when sales are expected to increase.

After you think over all the stages of the project launch and draw up a business plan, where you calculate how much money will be needed for implementation, you need to draw up a calendar plan. This is done in order to understand exactly when you can open a cosmetics store. Usually it takes 4-5 months to launch such a project.

What risks can the owner of a cosmetics store face?

When planning to set up a cosmetics store, be sure to consider the risks. The main threat to this business is high competition. Since the cosmetics market is quite saturated and competition is high (in particular, at the expense of large retailers), the behavior of competitors can have a strong influence. To minimize it, you need to create your own customer base, constant monitoring of the market, competent and flexible pricing policy, a customer loyalty program, exemplary service, the formation of competitive advantages and the creation of unique selling propositions.

Another risk is associated with an increase in purchase prices for goods, unscrupulous suppliers. In the first case, there is a risk of increased costs and, as a result, the selling price, which may negatively affect demand. In the second case, the risk is associated with interruptions in the trading process due to a shortage of goods. It is possible to reduce the likelihood of these threats with a competent choice of suppliers and the inclusion of all the necessary conditions in the contract, which provide for the supplier's material liability in case of their violation.

The next risk - an insufficient level of demand - is one of the most probable and may arise both due to the low solvency of demand and due to high distribution costs. It is possible to reduce the risk with careful planning of the store's activities and financial results, competent formation of the assortment and selection of retail premises, holding various promotions and discounts, stimulating repeat purchases, flexible pricing.

If you are renting a retail space for a cosmetics store, then you should consider the risk of denial of a commercial space lease or an increase in the rental price. Loss of space threatens with losses: firstly, it is the cost of moving equipment; secondly, the move will take a certain amount of time, during which the store will not function and, therefore, will not be profitable; thirdly, the loss of a place that customers are used to and additional costs for advertising to promote a new place. All these consequences can entail significant losses. To mitigate this risk, you need to conclude a long-term lease and choose your landlord carefully. In the future, it is worth considering the possibility of acquiring your own retail space.