Polish vs. Western European Beauty Consumers: What Sets Them Apart

The Polish cosmetics market is one of Europe’s most dynamic and fast-growing. In 2023, Poland became the 5th largest cosmetics market in the EU, accounting for 6.4% of total EU sales (kosmetyczni.pl). What makes it even more compelling is growth: since 2014, the market has expanded by over 75%, more than double the EU average.

But behind this success are consumers whose behaviors differ sharply from their Western European counterparts. For international brands and retailers, understanding these nuances is key.

1. Delivery Preferences in E-Commerce

• Poland: Out-of-home delivery (parcel lockers) is the norm — 81% of shoppers use it, with InPost operating more than 25,000 lockers nationwide 

• Western Europe: Only around 10% of parcels are collected outside the home; doorstep delivery dominates.

  
  

  👉 Implication: In Poland, OOH delivery integration is non-negotiable for beauty e-commerce success.

2. Payment Methods

• Poland: BLIK mobile payments dominate, making up ~50% of online transactions and favored by 68% of shoppers.

• Western Europe: Debit/credit cards still rule (over 60% in the UK) with wallets like Apple Pay and PayPal gaining share.

  
  

  👉 Implication: Polish consumers demand instant, mobile-first checkout.

3. Online Marketplaces

• Poland: Allegro dominates with 39% market share and 21 million active buyers 

• Western Europe: Amazon, Sephora, and Douglas are the primary platforms.

  
  

  👉 Implication: For Poland, visibility on Allegro is as essential as Amazon is in Western markets.

4. Dermocosmetics & Ingredient Awareness

• Poland: Dermo is booming — ~14% annual growth, exceeding PLN 3 billion in sales in 2023 (pmrmarketexperts.com). Consumers are highly ingredient-focused and embrace “med-beauty.”

• Western Europe: A mature, established segment led by legacy brands like La Roche-Posay and Vichy.

  
  

  👉 Implication: In Poland, dermocosmetics are a high-growth “rising star”; in the West, a premium staple.

5. Promotions & Brand Loyalty

• Poland: Consumers are promotion-driven and open to experimenting with new brands in categories like bath and fragrance, while maintaining strong loyalty in face care (lovecosmeticsawards.com).

• Western Europe: Shoppers lean towards selective and premium brands, with more stable loyalty, though promotional pressure is rising.

  
  

  👉 Implication: Polish shoppers reward price-value balance and novelty; Western shoppers favor prestige and consistency.

With double-digit growth in dermocosmetics, digital-first consumer habits, and a unique balance of price sensitivity and ingredient awareness, Poland stands out as one of the most attractive beauty markets in Europe. For global brands, it offers a rare mix: a mature yet fast-expanding landscape with consumers eager to explore, test, and adopt.

At Svitez, as a trusted cosmetics distributor in Poland, we help international brands navigate this dynamic market — aligning with local shopping behaviors, securing the right retail channels, and turning growth potential into measurable results.