In a report titled “Cosmetic Poland” by the Polish Union of the Cosmetics Industry, the Polish cosmetics industry has been reported to account for 5.5% of the gross added value of the European cosmetics market.
This comes as no surprise as Poland is the fifth biggest exporter of cosmetics in the European Union (8% export share) and ninth in the world (4%). It is also the second-largest exporter of oral and dental hygiene products and the third-largest exporter of bath soap in the EU.
Other key segments of this industry include skin care, manicure and pedicure cosmetics (4th), shaving cosmetics, deodorants and shower gels (4th), perfumes and bath waters (7th), as well as hair care products (also 7th).
In 2024, it was reported that Polish cosmetics exports amounted to EUR 6.0 billion, with 67% of Polish products heading to the EU market, and the remaining 33% headed mainly for the UK, Russia, Ukraine, and USA. And, it does not just stop there as the number of countries that Poland exports its beauty products to, expands to more than 160 countries.
The reasons behind the success
Cosmetic products from Poland have received high recognition from European markets and this goes beyond its high quality, innovation and affordability. Poland is also steadily becoming the go-to place for global companies to establish their production facilities because of its potential and know-how.
Suffice to say, the Polish cosmetics industry is highly diversified with its wide array of products that is tailored to individual needs and customer preferences. Thanks to this extensive product range, Polish companies are also able to effectively reach different market segments in order to meet various consumer expectations.
As the Polish cosmetics industry is flexible, innovative and technologically advanced, Polish companies are quick to adapt to an ever-changing market by introducing innovative ingredients, technologies and formulations to enhance the effectiveness and appeal of products produced.
These companies are eager to invest in research and development too, through co-operating with various science centres and research labs, in order to respond to the newest trends in the market without compromising the ‘pure beauty’ and ‘cruelty-free’ principles.
This is evident in the manufacturing process where locally available all-natural ingredients, such as plant extracts or oils, are used over artificial ones. Other top priorities also include sustainable development and environmental friendliness.
By now, it is clear that Polish cosmetics are known for their high quality, as they have to meet the most restrictive European standards and requirements. As such, many Polish brands acquire quality certifications on a regular basis.
However, despite the need to produce top-notch quality products, the price of Polish products remains highly competitive due to its well-optimised manufacturing processes which makes Polish beauty products excellent value for money, and contributes further to their attractiveness in the global market.
Polish cosmetics in the Asian market
Combining the tradition of care with innovative technologies and concern for the environment, the Polish beauty industry continues to grow dynamically.
Even in our Asian markets, Polish beauty products have increasingly made their presence felt, winning the appreciation of consumers who are looking for products with European quality, natural composition and modern design.
In recent years, the number of Polish companies, from well-known brands to smaller manufacturers, with halal certification has increased significantly. This has resulted in more Polish cosmetics reaching Asian markets, which is no easy feat as Asian consumers are known for their high expectations and love of quality products.
Despite this, Asian consumers are increasingly looking to try ‘Made in Poland’ products with their effective formulas, certified ingredients and affordable price points, which is why Polish brands are starting to gain a strong foothold in countries such as South Korea, China, Japan and Singapore.
To meet the unique expectations of Asian consumers, Polish brands have put a lot of effort into carefully developing skin whitening and lightening products; showing great flexibility and the ability to adapt quickly to the needs of individual markets.
Polish skin whitening and lightening products are designed to meet specific needs arising from, among other things, Asian climate conditions, style, beauty types and standards. They are tailored to the local way of life and cultural expectations, and aim to address underlying skin problems such as hyperpigmentation and uneven skin tone.
To produce products like this is very complex and interesting. It starts with the selection of effective and laboratory-tested active ingredients, followed by formulations of a specific concentration, consistency and fragrance, which are developed in the technology departments and subjected to application tests to confirm their effectiveness and, among other things, their marketing potential.
Finally, each cosmetic product produced must pass all the required tests and analyses as part of the safety assessment and receive a safety report. From the initial concept to the distribution of the final product, this entire process can take up to two years.
While it can be tough competing with Korean and Japanese beauty giants, Polish brands are gaining recognition thanks to their authenticity, innovation, and the ability to draw on experience and tradition.
The growing interest in natural products and consumer confidence in European quality also means that ‘Made in Poland’ are enjoying an increasingly good reputation in Asia too. Polish beauty products are a combination of European quality, interesting formulas and a modern approach to beauty, which are the qualities that are demanding Asian consumers seek.
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.
