Popular cosmetic products
The Polish cosmetics market is diverse in terms of capital. Companies belonging to global manufacturers, such as L'Oréal, Procter&Gamble, Beiersdorf, and Colgate Palmolive, operate here. However, the market also includes influential local manufacturers. Bella TZMO, Ziaja, and Eveline are the most significant domestic companies. Those Polish producers also hold leading positions in the ranking of the most popular cosmetic brands.The beauty industry offers a wide range of products, including items for skin, hair, mouth, perfume, and color cosmetics. Cosmetics and personal care products are the category of products most frequently purchased online in Poland. Consumers were most likely to buy perfumes and products unavailable in other stores online. Poles were most often guided by price and product composition when buying cosmetic products. The cosmetics most often used by women was mascara. Men most often used eau de toilette or perfume.
Consumer preferences
Essential factors in choosing a store, both brick-and-mortar and online, were prices and attractive promotions. In 2023, 94 percent of consumers in Poland searched for information online but bought cosmetics offline (ROPO). Consumers mostly went to drugstores or perfumers for cosmetics. They also often stocked up on these products at discount stores or grocery stores. Seventeen percent bought online.It is worth mentioning that natural cosmetics are also becoming increasingly popular. Consumer awareness is also improving in Poland. Issues of local production, composition, method of production, or testing products on animals are mentioned as essential factors in the choice of cosmetics.
In the coming years, the Polish economy should continue to grow, and with it, the cosmetics industry. According to Statista's Consumer Market Outlook, Poland's beauty and personal care market revenues are expected to increase to 6.23 billion U.S. dollars by the end of 2027.
