Adriana Sas
Research expert covering the Polish market
Cosmetics market in Poland - statistics & facts
The cosmetic industry in Poland has strengthened its position both on the domestic market through sales growth and abroad through exports. International companies compete with numerous small Polish manufacturers. The value of the Polish cosmetics market amounted to over 31 billion zloty in 2023. This was reached due to constant development in recent years. Since 2020, the market's revenue of the market has grown and is forecasted to reach nearly 797 million U.S. dollars in 2028. Past years have seen a positive balance of Poland in the cosmetics trade. The most exported cosmetic items in 2022 were beauty and make-up products, which accounted for 49 percent of all exported cosmetic goods. Poland's leading cosmetics export markets are Germany, Czechia, and the United Kingdom.
The beauty industry offers a wide range of products, including items for skin, hair, mouth, perfume, and color cosmetics. Cosmetics and personal care products are the category of products most frequently purchased online in Poland. Consumers were most likely to buy perfumes and products unavailable in other stores online. Poles were most often guided by price and product composition when buying cosmetic products. The cosmetics most often used by women was mascara. Men most often used eau de toilette or perfume.
It is worth mentioning that natural cosmetics are also becoming increasingly popular. Consumer awareness is also improving in Poland. Issues of local production, composition, method of production, or testing products on animals are mentioned as essential factors in the choice of cosmetics.
In the coming years, the Polish economy should continue to grow, and with it, the cosmetics industry. According to Statista's Consumer Market Outlook, Poland's beauty and personal care market revenues are expected to increase to 6.23 billion U.S. dollars by the end of 2027.
Popular cosmetic products
The Polish cosmetics market is diverse in terms of capital. Companies belonging to global manufacturers, such as L'Oréal, Procter&Gamble, Beiersdorf, and Colgate Palmolive, operate here. However, the market also includes influential local manufacturers. Bella TZMO, Ziaja, and Eveline are the most significant domestic companies. Those Polish producers also hold leading positions in the ranking of the most popular cosmetic brands.The beauty industry offers a wide range of products, including items for skin, hair, mouth, perfume, and color cosmetics. Cosmetics and personal care products are the category of products most frequently purchased online in Poland. Consumers were most likely to buy perfumes and products unavailable in other stores online. Poles were most often guided by price and product composition when buying cosmetic products. The cosmetics most often used by women was mascara. Men most often used eau de toilette or perfume.
Consumer preferences
Essential factors in choosing a store, both brick-and-mortar and online, were prices and attractive promotions. In 2023, 94 percent of consumers in Poland searched for information online but bought cosmetics offline (ROPO). Consumers mostly went to drugstores or perfumers for cosmetics. They also often stocked up on these products at discount stores or grocery stores. Seventeen percent bought online.It is worth mentioning that natural cosmetics are also becoming increasingly popular. Consumer awareness is also improving in Poland. Issues of local production, composition, method of production, or testing products on animals are mentioned as essential factors in the choice of cosmetics.
In the coming years, the Polish economy should continue to grow, and with it, the cosmetics industry. According to Statista's Consumer Market Outlook, Poland's beauty and personal care market revenues are expected to increase to 6.23 billion U.S. dollars by the end of 2027.
