In 2024, the Polish cosmetics market maintained its momentum, reaching a value of over 35 billion PLN. This growth is driven by increasing consumer awareness, changing preferences, and a continuously expanding range of skincare and makeup products.
Based on the latest data from the “Retail Trade in Cosmetic Products in Poland 2025. Market Analysis and Development Forecasts for 2025-2030 – PMR” report, we analyze the trends shaping the sector and the forecasts for the coming years.
🔹 Key Trends in 2024 🔹
Steady Market Growth
The market value increased by 6% compared to the previous year. Despite changing economic conditions, consumers are not giving up on cosmetics but are becoming more conscious of their purchasing decisions.
Generational Preference Shifts
Millennials (27-42 years old): This group holds the largest cosmetic collections, averaging over 10 skincare products. They prioritize effectiveness and advanced formulas.
Generation Z (18-26 years old): The most consistent in skincare routines, 76% regularly cleanse their faces and prefer products aligned with the “clean beauty” philosophy.
Boomers and Generation X (43+ years old): Loyal to trusted brands, 93% use face creams, focusing on anti-aging care.
E-commerce Dominates, but Physical Stores Remain Popular
Despite the rise in online sales, 40% of the market still belongs to brick-and-mortar drugstores. However, e-commerce is growing rapidly, especially among younger consumers who value convenience and a wide product selection.
Body Care Leads, but Makeup is Gaining Ground
While body care products remain the most popular, reports suggest that by 2030, makeup will lead in sales. Consumers are increasingly choosing multifunctional products, such as foundations with skincare benefits.
🔹 Future Outlook 🔹
Experts predict that the key drivers of market growth in the coming years will be:
✔ Cosmetic Personalization: Brands will focus more on tailoring products to individual customer needs.
✔ Eco-friendly Formulas: Rising demand for “clean beauty” products and environmentally friendly packaging.
✔ Technological Development: Increasing influence of AI and skin analysis tools on consumer choices.
All these factors indicate a promising future for the Polish cosmetics market—consumers are more informed than ever, and innovation continues to drive the entire sector forward.
