7 Important Facts About the Polish Cosmetics Market in 2024: What You Need to Know

The Polish cosmetics industry is growing rapidly, driven by evolving consumer preferences, technological advancements, and a rising focus on sustainability. If you're looking to understand this dynamic market, here are 7 key insights that will help you stay ahead of the curve in 2024.

1. The Current State of the Polish Cosmetics Market

The Polish cosmetics sector is booming, with consumers—both men and women—spending more on beauty products than ever before. While women still make up the majority of customers, men are increasingly contributing to market growth. Younger consumers are drawn to innovative, trend-driven products, while older generations tend to stick with established brands.

Despite the strong presence of physical retail stores, online shopping is growing rapidly, thanks to new shopping platforms and changing consumer habits. Expect further market growth, especially in e-commerce, in the coming years.

2. E-commerce: The Fastest Growing Channel

E-commerce is becoming a dominant force in Poland’s cosmetics market. While 83% of consumers still purchase beauty products in physical stores, 37% now shop online. This shift towards online shopping is expected to accelerate, with experts predicting that by 2027, online and offline sales combined will represent over 57% of the cosmetics market.

Key products include personal care items like body and bath products, but facial care is set to become the top-selling category for both men and women.

3. Market Forecast for 2024: Growth Continues

As the market continues to expand, both physical and online sales channels will play a crucial role. Rossmann and Hebe remain the dominant players, but smaller companies are finding success on online platforms like Allegro. These smaller brands are using e-commerce to reach a broader audience, leading to increased sales and competition.

The online shopping experience, offering convenience and a wider product range, is increasingly preferred by consumers. This omnichannel approach—combining in-store and online shopping—is expected to define future trends.

4. How New Technologies Are Revolutionizing Beauty

Technology is transforming the beauty industry in Poland. Virtual makeup applications, augmented reality (AR), and artificial intelligence (AI) are making it easier for consumers to try out products from home. These tools allow shoppers to experiment with colors, shades, and styles before making a purchase.

AI-driven personalization is also enhancing customer experiences by recommending products based on individual preferences and past purchases, helping brands foster deeper engagement and loyalty.

5. The Rise of Eco-conscious Beauty

Sustainability is becoming a game-changer in Poland’s cosmetics industry. Eco-conscious consumers are increasingly demanding products with biodegradable packaging, cruelty-free production methods, and fewer harmful chemicals. Brands that prioritize sustainability are not only gaining consumer trust but also standing out in an increasingly competitive market.

Sustainability is no longer just a trend—it’s a strategic necessity for companies looking to thrive in the Polish beauty market.

6. Leading Players in the Polish Cosmetics Market

Rossmann leads the market, followed by Hebe, Super-Pharm, and Natura. Rossmann and Hebe, in particular, are known for their wide selection of products and frequent promotions, making them go-to destinations for Polish consumers.

Natura, though smaller, is growing in popularity due to its focus on natural and organic products, aligning with the rising demand for sustainable beauty solutions.

7. 2024 and Beyond: What to Expect in the Polish Cosmetics Market

Looking ahead, expect continued growth in e-commerce, the rise of personalized beauty experiences powered by AI, and an increasing focus on sustainability. Skincare innovations, anti-aging products, and eco-friendly packaging will be key areas of focus as consumers become more discerning and environmentally conscious.

The cosmetics market in Poland is on an upward trajectory, and businesses must stay agile, adapting to evolving consumer preferences and capitalizing on technological advancements to remain competitive.