The Polish luxury cosmetics and perfume market is experiencing dynamic growth, with an estimated value reaching a record-breaking PLN 2 billion in 2024. This represents a 5.8% increase compared to the previous year. Forecasts for 2024-2029 indicate an average annual growth rate of 9.3%. If this trend continues, the market value could exceed PLN 3 billion by 2029.
🔹 Perfumes Leading the Market 🔹
The largest segment of the luxury cosmetics market is perfumes, accounting for 50.6% of the total market value. In 2024, perfume sales grew by 7.2%, though the growth rate has slightly slowed compared to previous years. Consumers are increasingly seeking unique fragrances, driving the popularity of limited-edition collections and personalized options.
🔹 Skincare and Makeup Gaining Momentum 🔹
Another significant segment is luxury skincare products, which make up 20.9% of the market. The rising demand for anti-aging solutions and advanced premium formulas reflects consumers’ growing expectations for efficacy and innovation.
At the same time, color cosmetics hold a 16.6% market share, with their growth driven by the trend of hybrid formulas that combine makeup with skincare benefits. More and more customers are choosing multifunctional products that not only enhance beauty but also nourish and protect the skin.
🔹 Transparency and Education – Keys to Consumer Trust 🔹
Today’s conscious consumers are paying closer attention to cosmetic ingredients, prompting luxury brands to invest in consumer education and formula transparency. Eco-friendly, cruelty-free cosmetics with quality certifications are gaining increasing importance in the market.
🔹 Luxury Brand Communication 🔹
In 2024, luxury brands focused on building narratives centered around values such as strength, authenticity, and inclusivity. Marketing campaigns featured sports and pop culture figures, aiming to attract younger generations. Forecasts suggest that by 2030, Gen Z and younger consumers could make up 30% of the luxury market. As a result, brands are adapting their strategies to meet these consumers’ expectations and communication preferences.
Data sourced from the 15th Edition of the KPMG Report – December 2024, “Luxury Goods Market in Poland.”
