Some international beauty brands available in Polish drugstores are highly active on social media abroad – but not in Poland. Here, the hype is driven by users, influencers and retailers, not the brands themselves. From a PR agency perspective, these are the 10 brands with big, but untapped potential in Poland.
1. Essence Cosmetics
Essence Cosmetics is already everywhere in Poland – from Rossmann and Hebe to Natura and online stores. Polish beauty enthusiasts know it well and use it daily. However, the brand itself still isn’t really talking to the local audience through its own social media channels. Most of the hype is built by users and retailers, not by Essence directly.
From PR perspective, Essence is made for TikTok and Instagram trends: affordable products, fun colours, viral mascaras, glossy lips and limited drops that are perfect for swatches, quick transformations, and playful makeup challenges. The buzz is already there, but without a brand-owned profile, it isn’t fully turning that attention into a strategy.
2. e.l.f. Cosmetics
e.l.f. Cosmetics is another makeup brand that built its cult status on Polish internet. Affordable products, simple design and a strong vegan, cruelty-free message quickly made it a favourite. In Poland, e.l.f. is already available in drugstores and online. What’s missing is local, brand-owned communication. The brand mainly speaks through its global profile and regional accounts like the UK one.
From our point of view, e.l.f. fits perfectly into what already works on Polish beauty social media community. We constantly see budget makeup routines, quick product tests and “dupe” comparisons. Viral products like the Power Grip Primer deliver fast results that work great in short videos. Vegan and cruelty-free products are also getting a lot more attention in Poland – and that’s something e.l.f. has always focused on.
3. Kiko Milano
In Poland, financial topics move in waves.Inflation, savings, household budgets, financial security – this is what dominate headlines. By running your own market research, you can actively join these conversations with your unique data, instead of reacting tKiko Milano is already easy to find in Poland, in stores like Hebe. For many Polish beauty fans it’s mainly associated with lip products. Lipsticks, glosses, and lip liners often pop up in influencer tests, hauls and reviews, (usually in the context of colour payoff and price vs quality). The brand is visible in the beauty content, even without running local social media profiles.
What’s interesting is that Kiko Milano actively runs profiles in smaller markets, including Ukrainian, Serbian or Arabic ones, but still hasn’t launched a Polish version. The potential feels obvious. Polish TikTok loves swatches, transformations, glossy finish tests and “which one is better” comparisons. With local creators showing theirlooks, lip routines or colour-focused trends, the brand could easily become a much stronger presence in Poland.
4. Rituals Cosmetics
Beyond media visibility, market research plays a direct role in supporting business growth. Original data helps your brand better understand customer needs, identify market gaps and create better value propositions. It also provides powerful arguments foRituals Cosmetics is already very visible brand in Poland, especially online. It regularly shows up on TikTok and Instagram through organic content. Poles share self-care routines, evening baths, scented candles, gift sets, and home spa moments. The brand is usually seen as something a bit more premium, a small everyday luxury rather than a typical drugstore product.
Most of this online conversation happens without the brand leading it on Instagram. Rituals runs an official Polish Facebook page, but there is no dedicated Instagram profile. At the same time, local IG accounts exist in other markets, like France. Scroll Polish social media and you’ll keep seeing Rituals in every beauty videos. A local Instagram presence could naturally bring all of this content together into one brand story.
5. Dr. Jart+
Dr. Jart+ regularly shows up in Polish beauty content, even without having its own Polish social channels. Polish influencers often feature the brand’s rubber masks in beauty routines. You see a lot of calming, hydrating and “skin reset” moments, usually in simple before-and-after clips or evening skincare videos.
What works especially well in Polish feeds are skincare results. Content showing improved skin texture, less redness or better hydration gets engagement. Dr. Jart+ fits naturally into this transformation-focused storytelling. The masks have already had viral moments in Poland, driven by creators rather than the brand itself. Building on that viral moment with local short-form content could help Dr. Jart+ take a much stronger part in the beuaty community.
6. COSRX
In Poland, COSRX works very much as a “word-of-mouth brand”. It doesn’t run its own local social media channels, yet it regularly appears in skincare routines on social media. Most of the time, it shows up in content focused on ingredients and products that actually work, not just look good on the shelf.
This isn’t hype driven by advertising, but by users themselves. The brand’s products have made it onto “best skincare products” lists and into rankings of the most frequently purchased beauty items in online drugstores in 2025. Poles tend to respond very well to Asian beauty brands, especially when they are linked to effective formulas. Considering how strongly they engage with content about ingredients and results, COSRX could very easily build a big local community.
7. Beauty of Joseon
Over the past years, Beauty of Joseon has become one of the most visible K-beauty brands in Polish skincare content on social media. Its serums, essences, and creams regularly appeared in unsponsored videos by influencers and creators focused on ingredients and skincare education. The buzz around it was driven mainly by user recommendations rather than advertising, with occasional campaigns coming from local retailers.
We see that brand fits perfectly into Poland’s interest in skincare and Asian beauty. This organic popularity translated into sales. Many brand’s products appeared in bestseller lists in Polish drugstores. However, without local communication, Beauty of Joseon lacks control over its narrative and product education. Dedicated Polish social media channels could help inspire more and shorten the path from recommendation to purchase.
8. Dr. Althea
Dr. Althea is already active on global and selected local social media markets, such as Spain. In Poland, however, the brand still doesn’t run dedicated Polish social channels, despite being available both online and in physical drugstores. From a local perspective, this leaves a gap.
While Dr. Althea isn’t widely recognised yet, its products match perfectly with what performs best on Polish TikTok and Instagram: calming skincare and simple, vegan formulas. These are the exact trends driving engagement in the beauty community. At the same time, Korean competitors are actively building hype through Polish influencers and local storytelling. As a result, Dr. Althea is present on shelves, but not in the conversation. With local short-form content and influencer routines, the brand could quickly build more awareness.
9. St. Tropez
St. Tropez fits perfectly into one of the strongest beauty trends in Poland in recent years: the rise of self-tanners and “safe tanning”. On TikTok and Instagram, Poles test products, share their routines and recommend the best self-tanners. It works especially during summer, when SPF replaces sunbathing but the desire for a golden glow still stays strong.
St. Tropez is one of the most globally recognisable names, but despite being available in Polish drugstores, it doesn’t run dedicated social channels – unlike markets such as Germany or France. This creates a missed opportunity. Interest in brand is already high, but without brand-led storytelling, the conversation is left to competitors. And the number of them is increasing.
10. Mario Badescu
In Poland, Mario Badescu functions more as a “drugstore brand” than a social media brand. Its products are widely available, and some consumers recognise the name. Yet in Polish social feeds there is no real hype or viral momentum built around the brand right now.
What stands out is that Mario Badescu actively runs local social profiles in markets such as the UK, Canada and Croatia, focusing on simple routines and ingredient-led content. In Poland, however, there is no brand-led storytelling. This leaves Mario Badescu as just another skincare option on the shelf. But its potential here is hard to ignore. Poles engage heavily with content around simple formulas and real skin solutions.
Polish beauty social media is where trends are created, tested and scaled. Without a local presence, brands miss a big growth potential. If you want to build visibility for your brand in Poland, contact us. We help global beauty brands grow on Polish social media!