Polish Cosmetics on European and Global Markets
The Polish cosmetics industry accounts for 5.5% of the gross added value of the European cosmetics market. Poland is the fifth biggest exporter of cosmetics in the European Union (8% export share) and ninth in the world (3.8%). 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 USA. Overall, the list of recipients of Polish cosmetics numbers more than 160 countries.
The Reasons Behind the Success
Cosmetic products from Poland have received high recognition from European markets and beyond owing to their high quality, innovation and competitive prices. Poland is steadily becoming the go-to place for global companies intending to establish their production facilities in an environment that would be beneficial in terms of potential and know-how.
The Polish cosmetics industry is highly diversified. It boasts a wide array of products, which ensures its offer is tailored to individual needs and customer preferences. Due to the extensive product range, Polish companies are able to effectively reach a number of different market segments in order to meet diverse consumer expectations.
The Polish cosmetics industry is flexible, innovative and technologically advanced. Polish companies are quick to adapt to the ever-changing market by means of introducing innovative ingredients, technologies and formulations to enhance the effectiveness and appeal of their products. They are eager to invest in research and development. Co-operation with various science centres and research labs is in place in order to respond to the newest trends in the field without compromising the ‘pure beauty’ and ‘cruelty-free’ principles. During the manufacturing process, locally available all-natural ingredients such as plant extracts or oils are preferred over artificial ones. Sustainable development and environmental friendliness are top priorities.
Polish cosmetics are known for their high quality. They meet the most restrictive European standards and requirements, and many Polish brands acquire quality certifications on a regular basis. Despite their top-notch quality, the price of Polish products remains highly competitive due to well-optimized manufacturing processes. Polish cosmetics are excellent value for money, which contributes further to their attractiveness on the global market.
Polish Cosmetics on the Arabic Market
Polish products are becoming more and more popular in the Arab world, particularly in the UAE, one of the largest and most rapidly developing cosmetics market in the Middle East. With its cosmetics expenditure per capita amounting to approximately USD 247, it is also one of the biggest world spenders in the field.
The list of Polish goods that have perhaps gained the greatest recognition on the Arabic market includes eco-friendly, natural, and vegan cosmetics, as well as halal-certified beauty products conforming to the local cultural and religious norms. A rise in demand for premium products and hemp cosmetics has also been observed, with the UAE government being the first in the entire Arab world to certify them.
Showcasing its great flexibility and ability to quickly adapt to the needs of individual markets, the Polish cosmetics industry has put much effort to develop a relatively niche sub-branch: bleaching and skin-lightening products. This particular segment has been carefully fostered to meet the unique expectations of Arab and Asian consumers.
Polish bleaching and skin-lightening products are designed with a view to meeting the specific needs derived from the Middle East climate condition, style identities, and beauty types and standards. They are tailored to the local way of life and cultural expectations and are meant to solve basic skin issues, such as skin discoloration, uneven skin tone or a need for a lighter, more homogeneous one. The manufacturing process starts with selecting effective and lab-tested active ingredients. Next, formulations allowing for specific concentration, consistency, and fragrance are developed in technology departments, before they are subjected to application testing to prove their effectiveness and marketing potential. Finally, every dermo cosmetic product needs to pass all required tests to be given a cosmetic safety assessment. The entire process, from the initial concept to the end-product distribution can take up to 2 years; a testament that the Polish cosmetics industry is all about: quality, adaptability, effectiveness, safety and visible results at competitive prices.
Who Supports Poland’s Cosmetic Manufacturers 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
