Polish Cosmetics on the European Market
The Polish cosmetics industry accounts for 5.5% of the gross added value of the European cosmetics market. While France, Germany and Italy are still leading the way in terms of export share percentage (30.8%, 16.2%, and 10.5% respectively), Poland has become the fifth biggest exporter of cosmetics in the European Union (8%). It is the second-largest exporter of oral and dental hygiene products and the third-largest exporter of toilet soap in the EU. Other key segments of the industry include skin care, manicure and pedicure cosmetics (4th), shaving cosmetics, deodorants and shower gels (5th), perfumes and toilet waters (7th), as well as hair care products (also 7th). In 2023, cosmetics exports from Poland amounted to EUR 5.7 billion. 65% of Polish products go to the EU market, with the remaining 35% destined mainly for the UK, Russia, Ukraine, and the United States. Overall, the list of recipients of Polish cosmetics contains more than 160 countries.
Today, Polish beauty is a fully-fledged competitor to French beauty and K-beauty, and an educated choice made by more and more consumers from all over the world. Polish cosmetics have displayed top European quality for years, being favorably compared with the most popular Western brands; more frequently than not, they are more than just competitive, as they excel with regard to their price, effectiveness and innovative approach. The success the Polish cosmetics industry has enjoyed on the international market is no coincidence: it is owed to its consistent development, advanced manufacturing processes and the ability to adapt to global trends in an instant.
Polish Quality means European Quality
Polish cosmetics meet the most restrictive EU quality standards. The manufacturing process is conducted in accordance with Regulation (EC) No 1223/2009, which sets binding requirements for EU-made cosmetic products. All Polish brands are subjected to dermatological, microbiological and stability testing, similar to their counterparts from France, Germany and Italy.
The composition and formulation of Polish cosmetics embrace both technologically advanced and natural ingredients of the highest order. More and more Polish companies use eco-packaging and certified resources to make their businesses Earth-friendly. Not only does it reduce waste, but it also helps minimize production cost, which in turn translates into more competitive market prices.
It is also worth mentioning that many Polish pharmacies, which are not typically geared towards the sale of cosmetic products, offer a wide range of so-called dermo cosmetics and functional cosmetics in their offer, making Poland the leading manufacturer in the field amongst all Central and Eastern European countries.
Premium ingredients, state-of-the-art technology, EU certification, innovative formulations; these are the trademarks of the Polish cosmetics industry. The top-notch European quality available at 60-70% of the price tag attached to the established Western brands is the reason why consumers around the world looking for effectiveness not burdened by additional marketing cost view Polish products as a smart choice.
“Made in Poland” – Affordable Cosmetics to meet every need
Polish cosmetics have gained high recognition both at home and abroad. Diverse and innovative as it is, the Polish cosmetics industry has never ceased to develop, and develop fast – both in terms of its product segmentation and target group.
The “Made in Poland” mark employed by Polish companies refers to a wide range of cosmetics that are affordable and suitable for every consumer out there, from inexpensive beauty and health products to dermo cosmetics available in pharmacies to luxurious premium brands. The Polish cosmetics industry is extremely multi-faceted and flexible, which is why it succeeds in meeting the expectations of both domestic and international markets.
The industry comprises the following segments:
- The mass market segment aimed at a wide array of consumers looking for health and beauty essentials, and makeup products. Available in pharmacies, shopping malls, and online, these cosmetics are well-advertised, affordable, easily available, effective and use appealing packaging.
- The dermo cosmetics (pharmaceutical) segment offers an endless supply of skin care products for those experiencing sensitive or problematic skin, or requiring specialized attention. Dermo cosmetics are available at local and online pharmacies, clinics and medical skincare stores. They are clinically and dermatologically tested, research-based, and EU-certified. Their formulations exclude any allergens or irritants.
- The premium and luxury cosmetics segment is meant to appeal to consumers who value advanced and expertly formulated skin care products, refinement, and the “at-home spa” experience. These cosmetics are available at perfumeries, beauty salons, online stores, and brand outlets. They boast technologically advanced formulations that may include peptides, biotechnological solutions and next-gen retinol. They are well-advertised, elegantly packaged and associated with a professional image.
- The green beauty segment’s offer is targeted at consumers preferring natural, vegan and eco-friendly solutions. The products are available at eco-stores, concept stores, online stores and pharmacies with natural product range. Their composition is ECOCERT-, COSMOS- and vegan-certified. They are either hand-made or result from a semi-industrial manufacturing process. They come in biodegradable packaging and abide by the “zero waste” rule.
- The procosmetics (beauty salon/spa) segment addresses the needs of cosmetologists, aesthetic medicine centres and beauty salons. Its products are obtainable from cosmetics wholesalers, professional distributors and during online B2Bs. Their formulations are typically highly concentrated and designed for specialized treatment that involves the use of acids, algae masks, and ampoules. The offer is customized to fit any equipment-related requirements.
Polish Cosmetics – A full range of products
The Polish cosmetics industry offers a broad selection of products designed to meet every need imaginable. Polish cosmetics are great value for money, both for individual consumers shopping malls or other retail outlets. They are also highly specialized and effective, a feat appreciated by those experiencing skin issues. Innovative and technologically advanced, the premium items on offer would undoubtedly appeal to those more demanding. On the other hand, eco-enthusiasts and millennials should be thrilled to discover the great variety of Polish natural, organic and eco-friendly products. Finally, there are concentrated procosmetics tailor-made for cosmetologists and other professionals employed in the beauty sector.
Who Supports Poland’s Cosmetic Makers Abroad?
International promotion is coordinated by the Polish Investment and Trade Agency (PAIH) under the banner “Poland. Business Forward.” It is part of the Industry Program relative to the “SME Internationalization – Brand HUB” project, carried out in co-operation with the Ministry of Economic Development and Technology within the “European Funds for a Modern Economy 2021–2027” framework. For details, please contact: brandhub@paih.gov.pl
