In Poland, beauty brands don’t win attention just by doing events. They win it by doing it right. The market is crowded, influencers are selective, and journalists have seen it all. If you’re planning to promote a foreign beauty brand in Poland, here are some of the event formats that actually get noticed and covered, from a PR agency perspective.
1. Beauty trade shows and expos
There are several key beauty events that set the tone for the entire industry. If your brand wants to be taken seriously, this is where to show up.
The first one is Beauty Forum Poland, Poland’s largest professional beauty and cosmetics trade fair. It’s built around the industry itself, which makes it a good space for product demonstrations, expert positioning and conversations with media and potential partners. The second event is Beauty Days in Nadarzyn. It’s a more consumer-driven event with huge social media coverage. This is where brands focus on visibility among influencers and their followers.
These events also give you something many formats don’t – a natural media angle. Product testing, expert commentary, and trend insights are all anchored in a natural environment. Important media outlets are already there. This is where we can support you with media relations, especially in getting journalists to stop, engage and then cover your brand.
2. Wellness and lifestyle events
Wellness is no longer a niche in Poland. It’s a full-on lifestyle, especially among younger audiences and women in their 20s and 30s. For skincare brands, events built around wellbeing and self-care sometimes land even stronger than classic product-focused ones.
Think outdoor yoga sessions or city events that combine sport, skincare and supplements, such as local city wellness days organised in parks or public spaces in bigger cities like Warsaw. We also see strong traction around health and wellness events, which attract an audience already interested in clean, conscious beauty routines. The product can become a part of a bigger experience that Poles want to be part of.
3. Business events
There’s a whole category of events where beauty is not the main story. Business is. Events like Businesswoman Congress (built around female entrepreneurship) or Warsaw Franchise Fair (focused on new income streams and business models) operate on a completely different level. They’re large, structured, and designed to attract media, partners and industry players.
Your brand can show up to be seen as a business, not just a product. We, as an agency, can help secure the right kind of presence, whether that’s a sponsored slot, a stand or a speaking opportunity. We also shape what gets said, so brands have something worth quoting by big Polish business outlets such as Business Insider or Puls Biznesu.
4. Brand’s events for influencers and media
If you want content and reach, organising the brand’s own event is one of the fastest ways to get it. Influencer events are built around creating moments people want to post. Product launches, rebrands or seasonal drops can be wrapped in a space that feels good on camera and makes sense for the brand.
On a practical level, these events can include:
- live tutorials that people can follow and recreate,
- testing zones,
- Q&A sessions with dermatologists or make-up artists,
- workshops and masterclasses that go deeper into routines and techniques,
- interactive stations designed for content creation,
- other wellness activations such as pilates workshops.
To expand the impact, it’s worth combining this with the right level of influencer involvement. Macro influencers work particularly well here. They can host, lead parts of the experience or act as the face of the whole campaign. Afterwards, the content keeps working, and with the right follow-up, so do the relationships.
Alongside influencers, it’s also worth inviting beauty journalists, who can extend the reach to press and online portals. Key Polish women’s titles include Twój Styl, Onet Uroda and more premium ones like Elle, Glamour, Vogue, and Wysokie Obcasy. Digital platforms like polki.pl and wizaz.pl are also essential for online visibility.
5. Pop-up stores and stands
They are one of the fastest ways to put a beauty brand directly in front of Polish consumers. From our experience, the most effective approach is to place them in high-traffic locations in major cities, such as big shopping centres in Warsaw or Krakow. This kind of placement creates instant visibility and gives Poles a low-pressure opportunity to experience the product firsthand.
But the format itself is just the starting point. What drives results is the experience around it. Well-designed stands should offer quick beauty consultations, product matching, mini treatments, hands-on testing, or exclusive on-site offers that make people remember the brand.
As a PR agency, we take care of what happens both on and beyond the stand. Before it even starts, we invite local media to build awareness and drive traffic. We have contacts to regional radio stations such as Radio ZET or RMF FM, as well as city-focused press and online platforms like Trojmiasto.pl or Dziennik Wschodni.
We can also coordinate local influencer support or local brand ambassador programmes. We recommend working with Polish nano and micro creators from the specific city. They can speak directly to highly engaged local audiences and realistically bring their followers to the location.
6. In-store activations with retail partners
If you want to combine visibility with real sales impact, in-store activations can be effective. But only when they’re done right. The most important thing is location. Shopping centres such as Galeria Mokotów (Warsaw) or Bonarka (Krakow) attract the kind of audience that is already in a buying mindset.
The second key factor is working closely with the right retail partners. In Poland, that usually means Sephora and Douglas (for luxury brands) or Hebe, Natura, and Rossman (for more mainstream ones). Each of them has its own audience, its own dynamics and its own way of presenting brands.
As a beauty brand, it’s also worth being present at high-profile drugstores’ events such as Sephora House or Douglas Skincare Weeks. These ticketed events are open to consumers, but it also attracts top beauty influencers and leading media titles. Programmes focus mainly on masterclasses hosted by premium brands, offering a more experience-led way to engage with the audience.
Events are an amazing way to promote beauty products and brand in Poland. But choosing the right format is only part of the equation. At All 4 Comms, we provide comprehensive event management as part of a wider communication strategy. We have organised over 50 events of all sizes in Poland, from large-scale public launches and trade fairs to smaller, targeted activities. If you’re planning to enter the Polish market or strengthen your cosmetic brand presence locally, we’re here to help.