Poland – A Fast-Growing Beauty Market Ready for New International Brands

The Polish beauty market is currently one of the fastest-growing in the European Union.According to the report “Innovation and the Cosmetics Sector in Poland” by the Polish Union of the Cosmetics Industry, the country recorded a 16.8% year-on-year growth in 2024, the highest rate in the EU.Poland is now the fifth-largest cosmetics market in the EU, accounting for about 6.6% of the European market (up from 6.2% in 2023).At the same time, Poland’s export of cosmetics reached €6 billion, placing the country among the top ten exporters worldwide.These figures clearly show a market that is not only expanding but becoming increasingly competitive and innovative.

E-commerce – The Driving Force of Growth

One of the most striking transformations is happening in online sales.Between 2018 and 2024, the share of e-commerce in cosmetics retail doubled – from 9.2% to 17.3%.In the perfume and fragrance segment, over 55% of total sales now come from online channels, compared to just 38% a year earlier.This demonstrates how rapidly Polish consumers are shifting their purchasing habits toward digital and omnichannel models.For international brands, this means a clear opportunity to enter the market quickly through online channels — testing products, building awareness, and scaling efficiently.

Social Media: Entertainment Sells

Modern Polish consumers are not only buying online – they are also engaging deeply with brands on social media.A recent study by Dash Hudson and NielsenIQ revealed that brands using entertaining, story-driven content on social platforms grow up to 34% faster than those relying on traditional advertising models.In Poland, platforms like TikTok, Instagram, and YouTube are driving strong brand engagement and directly influencing buying decisions.The key takeaway: successful communication must be authentic, light-hearted, and aligned with the lifestyle of Gen Z and millennial audiences.

Innovation and Digital Transformation

The “Cosmetics Poland 2025” report highlights that Polish beauty companies are heavily investing in R&D, digital technologies, and sustainable innovation.The market is maturing fast — both technologically and structurally — which means that foreign brands bringing innovation, clean formulations, or new business models can find an especially receptive audience.

Why Poland Should Be Your Next Beauty Market

• Rapid market growth and digital transformation create ideal conditions for international expansion.

• Consumers are highly responsive to new brands, online experiences, and creative social communication.

• The strong e-commerce ecosystem allows for efficient market entry without the need for extensive local infrastructure.

SVITEZ – Your Cosmetic Distributor for Market Entry in Poland

At SVITEZ, we specialize in helping international beauty bran

ds successfully enter and scale in the Polish market. Our expertise covers every stage — from market analysis and positioning, through e-commerce strategy, social-media communication, and influencer marketing, to distribution and local partnerships. With our support, your brand can establish a strong digital presence and quickly build recognition in one of Europe’s most promising beauty markets.