Cluj-based Etera established more than two decades ago is currently manufacturing plant toothpaste, creams and shampoos worth 3.2 million, according to Finance Ministry data. In 2014, Etera posted over RON3 million turnover, while sales were up 14% from a year before.
Though Etera’s sales represent a small part of the toothpaste and cosmetic local market, the production is gaining ground. A higher number of such factories as well as online dedicated stores have been established on the local market over the past years, such as Techir, Gestul Natural, Qi Cosmetics or Natural Nutrition (NN) Cosmetics.
While Romanian companies opened new production units, in 2008, Colgate-Palmolive decided to close down the country’s largest toothpaste factory that manufactured local toothpaste brand Super Cristal.
Etera is currently manufacturing six types of toothpastes as well as sun-protection products and cosmetics for men, which are all worth under 15 lei. These products are marketed in pharmacies as well as in online stores.
Etera Prod is held by four Cluj-based entrepreneurs, namely Gheorghe Ciurdar with a 40% stake, Ioan Podea with 40%, Adina Bunduchi, with 10%, and Aurel Gansca, with a 10% stake in the company.
The company has two brands on the local market, namely Etera and Plant Activ.
Viva Natura (GENNA CO) with GennaDent brand is another local producer manufacturing plant toothpaste.
(English version by Manuela Panescu)