How Gen Z Shops for Beauty in Poland — What Brands Need to Know

Generation Z is rewriting the rules of beauty shopping — and brands that want to stay relevant need to adapt fast. In Poland, just like globally, this digital-native generation demands more than just good packaging or big promises. They expect transparency, ethical practices, seamless shopping experiences, and real value.

So, what sets Gen Z apart in the beauty market? Here are eight key behaviors defining their choices:

1. Transparency First, Always

Gen Z scrutinizes product labels like pros. They avoid ingredients such as parabens, sulfates, and artificial fragrances. For them, clean beauty isn't just a preference — it's a requirement. Brands that openly communicate what's inside their products and why will earn their trust.

2. Simplified, Smart Skincare

Forget 10-step routines. Gen Z looks for streamlined solutions that actually work. They favor multifunctional products with science-backed claims — like a serum that hydrates and calms acne — rather than complicated regimes. Efficiency matters as much as effect.

3. Price-Conscious & Dupe-Loving

This generation is budget-savvy and proud of it. They actively search for affordable alternatives (dupes) to high-end products — and love to share their discoveries on TikTok or YouTube. It’s not just about price — it’s about value and community approval.

4. Omnichannel is the Norm

Gen Z doesn’t differentiate between online and offline — it’s all one journey. They may discover a product on Instagram, try it in-store, check reviews on the spot, and purchase via mobile. Retailers need to ensure these channels are connected and intuitive.

5. Try Before You Commit: Mini Products

Small formats are a big hit. Minis and travel sizes allow young shoppers to test new items without breaking the bank. It’s also a smart way for brands to increase first-time trials and build brand loyalty.

6. Purpose-Led Purchases

Ethical values, inclusivity, and sustainability heavily influence Gen Z’s buying decisions. They want brands to speak authentically, embrace diversity, and take real action — whether it’s reducing plastic, using cruelty-free formulas, or supporting social causes.

7. Tech-Savvy but Human-Aware

Gen Z embraces innovation — especially when it comes to AR or AI tools that enhance the shopping experience, like virtual try-ons or personalized skincare diagnostics. Still, for more complex needs, they appreciate the option of real human interaction.

8. The Allure of Exclusivity

Limited editions, product drops, and niche collabs speak to their need for individuality. Gen Z wants to feel part of something — not just a marketing campaign, but a movement, a community, a story.

To win over Gen Z in Poland, new beauty brands must speak their language — one built on honesty, purpose, and social relevance. It’s not just about the product, but how it’s priced, presented, and aligned with their values across every digital and real-world touchpoint.