Three chain retailers now dominate the distribution of selective perfume and cosmetic brands in Russia, particularly in the regions of Moscow and Saint Petersburg: L’Etoile, Rive Gauche and Ile de Beauté.
The competition between the two leaders, L’Etoile and Rive Gauche, is based primarily on price, and exclusive and own brands. Note that besides Chanel, Guerlain and Estee Lauder products, the two chains, also offer mass brands such as Garnier, Nivea or Gillette. However, no trace of rare perfume brand.
Among the three retailers, Ile de Beauté tries to stand out with a classier decoration and a high-end assortment. There are hardly any mass brands here, but attractively highlighted Sephora products in black displays. Also, a fairly wide selection of the most famous niche perfume brands: Annick Goutal, Atelier Cologne, Byredo, Diptyque, Clive Christian, Rouge Bunny Rouge, Serge Lutens...
But in Moscow, niche perfume and cosmetic brands from around the world have found their cocoon at Apetka Cosmotheca, the concept store created by Hayk Sargsyan and which opened at the end of 2012 at Galereya Moskva. Fragrance brands such as Olfactory Studio or Humiecki and Graef are showcased alongside skincare lines such as Absolution, Erborian, Patyka or Tokyo Milk, makeup accessories such as Japonesque or the Japanese toothbrush brand Yumaki (on the pharmacy counter).  Cosmotheca already runs seven outlets (shops or corners) in Moscow, a corner in St. Petersburg and now plans to expand in the regions.
A few steps away, near the Bolshoi Theatre, the famous Tsum store probably offers the most luxurious frame to the numerous niche brands it distributes Aqua di Parma, Atkinson, Comptoir Sud Pacifique, Coudray, Clive Christian, Creed, Diptyque, Histoire de Parfums, Houbigant Paris, Jovoy, Le Labo, Maison Francis Kurkdjian, Memo, etc.) alongside the most prestigious global brands.
In addition are the numerous Articoli point of sales that also offer - in a very upmarket frame - a diverse vision of the high-end offering of perfumes and cosmetics.