Exploring the Top Beauty Brands in Georgia
Sitting at the crossroads between Europe and Asia, Georgia is culturally unique, with a distinctive language, history, and ancient traditions. You might be surprised to learn that Georgia has a wealth of spa resorts and wellness centres too that blend beautiful natural scenery with the country's rich tradition of therapeutic care and modern facilities.
Similar to Montenegro, I noticed that the Russian beauty market dominated drugstores with brands like Estrade and Natura Siberica. Serbian brands like Ziaga were also quite prominent. In fact, I would say that Russian beauty brands and trends seemed to be more popular in Georgia than in Montenegro, which makes sense really because of its geographical location.
There were also typical Western brands, including NIVEA and La Roche Posay, that you could easily access. I wouldn't describe the cosmetic offering as particularly unique, but the country's beauty sector is growing. Emerging local brands capture some of the character and flavour of Georgian life, whilst often prioritising sustainability and ethical values. Here are some notable local cosmetics brands to explore:
Top Georgian Beauty Brands
Mádara Cosmetics
Mádara Cosmetics is a popular brand that combines natural ingredients from the Baltic region with scientifically proven formulas. The brand offers eco-certified, vegan, and cruelty-free products.
Founded by four Latvian women, this brand manufactures its products in Georgia, and they have made their presence felt on the organic skincare market both in Georgia and more widely across Europe.
Mádara focuses on a holistic approach to skincare across the whole line and blends natural ingredients from the Baltic region with scientifically proven formulas. Their products are eco-certified, vegan, and cruelty-free and include cleansing milk, toners, anti-aging creams, and other skincare essentials.
Natura Siberica
Natura Siberica—the clue is in the name! This brand is one of the biggest players in the Russian beauty market, but its products are actually manufactured in Tbilisi, Georgia, a location famous for its thermal baths.
Products are based on the herbage and wildflowers of Siberia. They focus on natural ingredients, which are handpicked to create unique and distinctive products.
The Natura Siberica range includes products for face, body, and hair care.
Gli ELEMENTI
A pioneer in the Georgian beauty industry, Gli ELEMENTI is unique in using Georgian thermal water in its skincare products offering a range of hydrating creams and anti-aging serums.
Abanotubani Gorge and the famous Chreli-Abano bath house in Tbilisi date back many centuries. The waters are naturally warm, averaging temperatures of 38-40 Celsius (100-104 degrees Farenheit). Their claimed ability to improve a variety of ailments including skin related issues are sure to enhance Gli ELEMENTI body treatments. The rich mineral content of the thermal water with scientifically advanced formulas to create a range of products that nourish, protect, and rejuvenate the skin.
iSoap
Isoap specialises in natural handmade soaps inspired by traditional Georgian soap-making techniques. The soaps are made using cold-press methods and include natural oils, herbs, and botanicals. Iasoap even has soap made from the world renowned Georgia wine made in the region!
Isoap’s products are high-quality and popular amongst users who crave natural products which offer effective results. Their website allows people from across the world to browse and access their products, so why not give Georgian soap a try?
Innovations in Georgian Beauty Products
If you look hard enough amongst Georgian beauty brands, you can find some incorporating traditional techniques and natural ingredients into their products, such as Ialoni’s handmade soaps and Gli ELEMENTI’s use of thermal water.
The use of natural components and scientifically advanced formulas is becoming increasingly popular, with brands like Mádara Cosmetics and Bevolve leading the way.
The focus in female beauty is shifting towards a more holistic approach, with brands emphasizing the importance of natural beauty and self-care; there is a parallel trend in Russia, Georgia's closest neighbour.
Consequently, it's impossible to consider Georgian beauty products and trends without factoring in the Russian beauty market, as this has such a big influence.
Influences and Innovations in the Russian Beauty Market
The Russian beauty market is making a big shift towards natural beauty, with many brands incorporating natural ingredients and eco-friendly packaging into their products.
Minimalist packaging is becoming increasingly popular, with brands like Natura Siberica and Mádara Cosmetics adopting simple and sustainable packaging designs.
The impact of Russian influence and trends is inevitable, but beauty brands in Georgia are keen to carve out their own individuality in cosmetics as in many other areas.
Georgian Beauty Trends
I found that Georgian beauty standards were slightly more liberal and interesting, with evidence of influences from their art, literature, and culture. However, there is also still evidence of a Eurocentric bias across the country.
From heavier eyeliner and brighter colours to more natural makeup and tanned skin, there was a huge variety of makeup available to create a range of looks. Skincare followed in similar suit
My Experience
I found Georgian products were few and far between, and it's important to note that I was visiting the second-largest city in the country, so I would imagine that it's even harder to source them throughout the less popular parts of the country.
However, there were a variety of cosmetic stores selling beauty products, including Georgian pharmacies, beauty stores, and even western-specific (K-Beauty too!) cosmetic stores. The availability in Batumi, especially, was great.
Aside from beauty, Georgian literature and history are really unique and interesting. It’s absolutely something to look into if you want to explore something a bit different!