REC and Wildberries Launch “Made in Russia” Cosmetic Showcase in Uzbekistan

Tashkent, Uzbekistan (UzDaily.com) — The Russian Export Center (REC, part of VEB Group), together with the Wildberries marketplace, has launched a dedicated showcase of Russian cosmetics in Uzbekistan under the national brand “Made in Russia.”

The initiative was announced by Veronika Nikishina, head of REC, and Tatyana Kim, founder of Wildberries and head of RWB, during the International Export Forum “Made in Russia.” According to Tatyana Kim, creating a dedicated showcase of Russian cosmetics under the national brand is an important step in expanding export opportunities for domestic manufacturers, as well as a strategic contribution to promoting Russian products in key Central Asian markets.

The collective showcase features around 100 Russian brands, offering decorative, skincare, and organic cosmetics, including Krasnopolyanskaya Cosmetics, Cha U Kao, Krygina Cosmetics, and others. REC noted that the project continues the “Beauty Box Made in Russia” initiative launched in 2024 as part of the development of national stores on foreign marketplaces. This format not only promotes products but also creates sustainable demand, strengthening the position of Russian brands abroad.

Veronika Nikishina emphasized that the collaboration with Wildberries reflects REC’s strategic focus on developing export and branding initiatives in the Russian beauty industry. “This is just the beginning — the first large-scale and systematic collaboration, opening a new stage of online export of Russian products through domestic digital platforms in CIS countries. We plan to implement similar projects in other Commonwealth states,” she said.

Under the cooperation, REC will provide systematic communication support, including a modern influencer marketing campaign involving bloggers and opinion leaders, as well as a large-scale advertising program in the Uzbek market.

It is noted that Wildberries previously introduced a branded section “Made in Russia,” with products certified by REC highlighted with a special banner on product pages. To date, there are more than 5,000 such products available.