The deal marks another step in the expansion of one of Serbia’s best-known beauty and cosmetics retailers beyond its domestic market. The North Macedonian company has operated in the country’s cosmetics and beauty retail sector for years, while the Serbian Jasmin has built a large network of stores and a strong position in the regional beauty market.
The acquisition will give the Serbian company a direct presence in North Macedonia and further strengthen its position in the Western Balkans’ increasingly competitive cosmetics and personal-care market.
The move comes as regional retail chains increasingly look beyond their home markets, with beauty and cosmetics among the sectors benefiting from growing consumer demand, premiumisation and the expansion of international and regional brands.
Jasmin’s expansion into North Macedonia also highlights the growing integration of retail markets across the Western Balkans, where companies are increasingly using established local networks as a platform for regional growth.
