Poland’s cosmetics market is one of Europe’s most dynamic beauty sectors. It offers unique insights into what drives purchasing decisions and market growth. Let’s explore the key facts and figures every cosmetics brand should know about Poland!
Market size, structure, and growth dynamics
Poland’s beauty scene isn’t just big. It’s one ot the top countries that is booming right now. According to the PMR report “Cosmetic Sector in Poland 2025”, cosmetics sales topped PLN 35 billion in 2024, growing steadily at 5.6% annually, with more expansion expected through 2028. But behind these numbers lies something more exciting – a market full of potential for brands willing to understand Poles.
What do Poles buy when it comes to cosmetics? An everyday self-care is king in Poland. Miraculum Report data shows haircare, body care, and oral hygiene products account for nearly 48% of total sales. It proves how much Poles value their personal care rituals.
But there’s something even bigger. According to Euromonitor 2024 market research, the skincare segment is set to grow at a compound annual rate of 5% through 2028. It is mostly driven by younger generations obsessed with innovative formulas and multi-step routines.
Make-up, once shaken by the pandemic, is getting its glow back. Analysts from PMR predict it could overtake skincare by 2030. Why? Simply because Gen Z and Millennials embrace cosmetics as a form of self-expression. Brands that use this trend and speak the language of these generations will lead the charge.
Who buys cosmetics in Poland – consumer insights
- Women in Poland still lead the health and beauty market. Skincare and daily care products dominate their baskets.
- Male grooming is rising. Though men account for just 5% of market value, this segment is growing fast as Polish men embrace more advanced skincare.
- Gen Z and Millennials drive innovation. 76% of Gen Z use facial cleansers regularly. They also demand products with cutting-edge formulas and proven efficacy.
- Older generations in Poland remain loyal. Over 93% of Poles 55+ use classic face creams and stick with familiar brands.
- City shoppers enjoy premium retail experiences in selective perfumeries and concept stores. People living outside urban centres in Poland often rely on drugstores or e-commerce for access to a wider range of products.
- Thanks to social media and e-commerce, beauty key trends reach rural areas quickly, shaping national demand.
How do Poles buy beauty products?
Drugstores are the beating heart of cosmetics retail, responsible for nearly 40% of sales. Drugstore pharmacies (like Super-Pharm) and chains like Rossmann lead the way, attracting over 1.12 million customers daily (according to company data). For most Poles, buying cosmetics is a sensory ritual. They like to see, touch, and smell products before deciding.
But offline isn’t the whole story. Online sales are growing fast, especially among the younger generation. PMR reports that e-commerce of cosmetics sales is likely to hit 22% by 2027. From our agency’s campaigns, we see that brands with seamless offline and online strategies win loyalty. Poles expect to discover products in-store and buy them online.
Social and live commerce are also on the rise. About 40% of Poles have bought something directly through Instagram or TikTok. We see that success depends on meeting customers across multiple channels. A strong retail network, an optimised e-commerce website, and creative campaigns are a must.
Beauty trends that shape the market
Here are some trends that – from our perspective – shape the Polish beauty market right now:
More conscious clients
Clean beauty, vegan formulas, and cruelty-free products are gaining ground fast. According to Euromonitor, natural and organic products could soon reach a double-digit share of the market.
Sustainability
More brands are ditching single-use plastics for eco-packaging. Refillable solutions and recycled materials are showing up everywhere. KPMG’s 2024 report highlights that brands embracing sustainability build stronger reputations with Polish consumers. Especially in the premium cosmetic segment.
Beauty-tech devices
Many Poles want products tailored to their needs and don’t look at the pricing. Beauty-tech devices, like sonic brushes or LED massagers, are gaining fans among tech-savvy shoppers.
Men’s grooming
Polish men love simplicity, but they’re moving beyond basic shaving products in their hygiene. Over 50% now use facial moisturisers, and nearly one-third use scrubs, according to PMR. This opens huge opportunities for brands ready to create special lines for men or launch unisex collections.
Luxury beauty on the rise
In 2024, premium cosmetics and fragrances generated roughly PLN 2 billion in sales, growing 5.8% year-on-year. Poland’s expanding group of affluent shoppers is fueling demand for niche perfumes and exclusive skincare.
Digital practices for hygiene and cosmetics brands
Here are some proven digital practices that make a difference in the Polish cosmetics market:
Short video formats
In our campaigns, Reels, TikToks, or quick “get ready with me” videos deliver the highest reach and engagement. Especially among Gen Z and Millennials, who crave dynamic content and are quick to share it.
Influencer recommendations
We’ve seen that authentic influencer partnerships outperform ads. Working with micro-influencers, especially those focusing on skincare or make-up, drives bigger conversions than celebrity endorsements.
Platform synergy
Polish consumers love to combine digital inspiration with real-life experience. Our campaigns synchronise in-store displays with online storytelling.
Trend-based marketing
Trends spread fast in Poland, but only brands that act quickly capitalise on them. Our work shows that aligning product launches with rising themes (like Korean SPF products or lip tints) generates buzz and positions brands as “hot”.
Interactive engagement
Polish beauty consumers don’t just want to watch. They want to interact. Brands that reply to DMs, comment on users’ content, and launch social challenges build communities that stick around. We’ve seen how this dialogue increases loyalty and provides real-time feedback on products.
Loyalty apps and ecosystems
Poles love being rewarded. Loyalty apps with personalised coupons, gamification, and easy points redemption keep customers engaged. In our experience, integrating these tools into strategic campaigns consistently boosts repeat purchases and average basket sizes.
Media opportunities for beauty brands in Poland
Beauty brands need strong exposure in lifestyle and beauty media.
Key media outlets where brands can reach Polish consumers include:
- Vogue Polska – a premium lifestyle and fashion magazine with high reach among trendsetters.
- Elle Polska – authority in beauty and fashion, perfect for stories about luxury cosmetics or new make-up lines.
- Wysokie Obcasy – respected weekly magazine focusing on women’s interests, including health and beauty topics.
- Glamour.pl, Kobieta.pl, Ofeminin.pl – top online websites covering cosmetics market news, skincare trends, and influencer launches.
- Wizaż.pl – the biggest beauty community in Poland, ideal for user reviews and product announcements.
Our agency supports clients by preparing tailored PR strategies that secure placements in leading online outlets, magazines, and print titles. We know where your audience discovers new skincare, make-up, and health and beauty trends – and we know how to speak the language of editors to get your story noticed.
The cosmetics industry in Poland is evolving rapidly. Our agency helps brands create strategies that resonate with Polish consumers and deliver real value growth. Let’s talk!