REC and Wildberries Launch a Made in Russia Cosmetics Showcase in Uzbekistan

Russian Export Center (REC, VEB Group) and Wildberries launched a showcase featuring Russian cosmetics under the Made in Russia national brand in the Uzbek market. Veronika Nikishina, General Director of REC, and Tatyana Kim, founder of Wildberries and head of RWB, announced the initiative on October 21 during the plenary discussion Russia to the World: Strengthening Trust, Developing Global Connections at the Made in Russia International Export Forum held at Russia National Center.

The collective showcase features approximately 100 Russian brands specializing in organic, personal care, and decorative cosmetics, including Krasnopolyanskaya Cosmetics, Cha U Kao, Krygina Cosmetics, and others.

Wildberries’ storefront is a continuation of REC’s large-scale Made in Russia Beauty Box project, which was launched in 2024 as part of the Made in Russia national stores on international marketplaces. This format not only helps promote products, but also generates sustainable demand and strengthens position of Russian cosmetics brands abroad.

“The showcase of Russian cosmetics promoted under the Made in Russia national brand is an important step in expanding export potential of domestic cosmetics manufacturers, as well as a strategic contribution to promoting Russian products in key Central Asian markets,” Tatyana Kim, founder of Wildberries and head of RWB.

As part of the collaboration, Russian Export Center will provide systemic communications support, accompanying the project with a modern influencer marketing campaign involving bloggers and opinion leaders, as well as a large-scale advertising program in the Uzbek market.

“Our project with Wildberries reflects REC's strategic focus on developing export and image projects to promote the Russian beauty industry. And this is just the beginning, just the first large-scale and systematic collaboration, marking a new stage in the development of Russian online export on domestic digital platforms in the CIS. We plan to implement similar joint projects in other CIS countries,” Veronika Nikishina.

Wildberries previously launched a unified, branded Made in Russia section, and products with the Made in Russia certificate from Russian Export Center (REC) were marked with a special banner on the product page. Today, there are over 5,000 product pages branded with this banner. Marketplace sellers are already actively interested in the new feature. This allows customers to easily find and select Russian products, while brands can build trust with a national quality mark.

Made in Russia International Export Forum is a key event of the year for Russian exporters. The Forum is organized by Russian Export Center. The Moscow Government is the business program partner. TASS is the general information partner. RIA Novosti is the exclusive information partner. Information partners include Channel One, Rossiya24, MAER Media, Vedomosti, Expert, Gazprom Media, and Insight People. Roscongress Foundation is the operator of the Forum's business program.

Russian Export Center (REC, VEB Group) is a government institution that supports non-resource, non-energy export. It provides companies from various industries with both financial and non-financial support at all stages of entering international markets, including as part of the International Cooperation and Export national project. Most services offered by the REC Group are available online on My Export digital platform. REC is also responsible for the key functions of supporting and implementing the Made in Russia program.