Olha Shevchenko on EVA’s Development Strategy: Store Format Experiments, E-commerce Growth, and Work with Premium Brands
16.10.2025
Olha Shevchenko, Executive Director of EVA and EVA.UA
EVA is Ukraine’s No.1 beauty and health retail chain, operating more than 1,140 stores. According to YouControl, the company’s revenue reached ₴26.9 billion in 2024 and ₴14.8 billion in the first half of 2025.
The market leader continues to innovate. EVA is testing a new compact store format called “Eva Poruch” (“Eva Nearby”), has opened premium EVA Beauty stores featuring beauty salons and personalized services, and is actively investing in the Eva.ua marketplace, which now offers over 400,000 products.
The key goal is not just expanding the store network but deepening customer engagement — from basic daily needs to premium self-care.
Experiments in a Changing Market
On the new “Eva Poruch” format:
“Eva Poruch” is still in the experimental phase, and the assortment continues to evolve. Final conclusions will be made after a full year of operation, in 2026. For now, the main objective is to test the viability of the concept and see if stores can reach the break-even point. Current results appear positive, though it’s too early to judge.
The compact format allows EVA to open stores in areas that previously lacked space for full-sized locations. Each “Eva Poruch” store also serves as a pickup point for online orders.
The assortment includes about 2,000 SKUs, compared to 15,000–20,000 SKUs in standard EVA stores, with a focus on affordable everyday products.
On the Beauty Salon Inside EVA Beauty
The EVA Beauty store in Respublika Park Mall includes a beauty salon — a project that required $44,000 in investment.
“We don’t see the salon as a separate business but as an extension of the EVA Beauty experience,” Shevchenko explains. “It’s a testing zone where clients can try professional products under expert guidance.”
This approach has already paid off: the average purchase at EVA Beauty is 2.5 times higher than in a standard EVA store in Kyiv.
Sales Growth in Cosmetics and Fragrance
Sales of decorative cosmetics at EVA are now 35% higher (in volume) than in prewar 2021. Perfume sales are up 26%, and skincare maintains moderate but steady growth.
This is largely due to EVA’s focus on systematic category management and expanding its offering of quality products in affordable price segments.
Own Brands — 66 Labels, 38% of Sales
EVA currently operates 66 private labels, generating around 38% of total sales.
In 2026, the company will focus on new segments such as hair styling appliances (dryers, stylers), Korean skincare, and licensed children’s collections. Major updates to beauty and home-care lines are also planned.
Exclusive Brands in EVA Beauty
Only 30–35% of the assortment overlaps between EVA and EVA Beauty stores. EVA Beauty continues to expand its premium portfolio, including brands like Collistar, Payot, Arnaud Paris, and Matis.
Further brand diversification and new EVA Beauty store openings are top priorities.
Marketplace — The Key Project of 2025
The Eva.ua marketplace already features over 400,000 products from EVA and 200+ partner sellers. The company aims to reach 500,000 SKUs by year-end.
In the first half of 2025, traffic grew by 25%, orders by 35%, and sales turnover by over 50% compared to the same period in 2024.
The average online order is more than four times higher than in offline stores. The top-selling categories are perfume, skincare, and baby care products. Online sales now account for over 15% of total revenue, with a goal of reaching 20%.
EVA’s marketplace concept centers on “products that help you care for yourself and those you love.”
Expanding the Kids, Pets, and Home Directions
The Kids and Home categories have long been part of EVA’s ecosystem — from baby care to home cleaning products. EVA now aims for complete category coverage, offering everything customers need in one trusted place.
The Pets category is new but growing rapidly — doubling in volume this year. Combined, Kids, Pets, and Home now represent over 35% of marketplace sales.
Operating Stores Near the Frontline
EVA operates 326 stores in regions close to the frontline — including Donetsk, Dnipropetrovsk, Zaporizhzhia, Kharkiv, Kherson, Mykolaiv, and Sumy — and 112 stores in the de-occupied Kyiv region.
The company strives to restore operations quickly in liberated areas, providing access to essential goods and jobs for local residents.
“Business operations send a signal that life goes on,” Shevchenko says.
Near the frontline, demand focuses on essential goods — hygiene, baby care, and affordable products — while luxury cosmetics see lower turnover.
Despite the challenges, EVA continues to operate where possible, adapting to local needs and ensuring stability for communities.
Growth Plans — 2,000 Stores Ahead
From January to September 2025, EVA opened 46 new stores and expects to reach around 65 openings by year-end.
The goal for 2026 is to maintain a similar growth pace, though much depends on economic recovery, population return, and income growth.
“Our current focus,” says Shevchenko, “is to preserve and strengthen EVA’s financial stability — while remaining close to every customer in Ukraine.”