Clean Beauty Trend in Poland

Why Clean Beauty Is Flourishing Among Polish Women

• Growing self-awareness and eco-consciousness

  Over 77% of Polish consumers buy “natural,” “bio,” or “vegan” cosmetics, with clean-beauty spending rising by 76% during the pandemic—evidence of long-term shifts in consumer values

• Demand for transparency and ingredient clarity

  Women in Poland now routinely scrutinize labels, favoring products with natural oils, plant extracts, vitamins, probiotics/postbiotics, and hyaluronic acid—while avoiding parabens, SLS/SLES, PEGs, mineral oils, silicones, artificial fragrances, and colors 

• Youth-led modernization

  Gen Z and Millennials are especially ingredient-savvy, using apps and social media to vet products, pushing brands toward honesty and science-backed formulations 

• Success of Polish clean beauty brands

  Local names like Veoli Botanica and Awesome Cosmetics are expanding rapidly by responding directly to women’s preferences for natural ingredients, eco-conscious packaging, and transparent practices 

  
  

❓ Is Clean Beauty Just Another Fad—or Here to Stay?

The trend is real, robust, and growing.

Mintel’s analysis confirms that clean beauty is evolving from niche to mainstream, increasingly driven by global sustainability values rather than seasonal hype. Moreover, Polish brands like Awesome Cosmetics explicitly state that these consumer demands aren’t temporary—they’re "here to stay” wiadomoscikosmetyczne.pl.

🧴 What This Means for Brands Targeting Polish Women

Clean beauty is no longer optional—it’s a baseline expectation. To thrive:

• Offer transparent labeling, exclude harmful synthetics, and showcase eco credentials.

• Highlight plant-derived actives, microbiome-friendly ingredients, and ethical sourcing.

• Engage authentically with consumers through open communication, sustainable packaging, and value-driven storytelling.

  
  

Clean beauty in Poland has evolved into a powerful movement—one of trust, responsibility, and long-term loyalty.