Poland’s beauty and personal care market climbed to about 28.5 billion PLN in 2023, and the race for shelf space and new customers is getting sharper by the category. From L’Oréal’s 14.2% lead in beauty with strong skincare and haircare, to Rossmann’s 28% offline share and Ziaja’s 450 million PLN in body care, the country’s consumer shifts are visible everywhere. If you want to understand what is driving decisions in 2025 and beyond, the contrast between daily skincare habits and the rise of natural, vegan, and influencer driven buying is where things start to look really interesting.
Key Takeaways
- L'Oréal holds 14.2% market share in Poland's beauty sector in 2023, leading in skincare and haircare
- Rossmann, the top beauty retailer, had 28% share of offline sales in 2023 with over 1.8 billion PLN turnover in cosmetics
- Polish brand Ziaja achieved 450 million PLN sales in 2023, strong in body care with 8% national share
- 68% of Polish women aged 25-44 use skincare products daily in 2023, spending average 150 PLN monthly
- 45% of Polish consumers prefer natural ingredients in beauty products, up from 32% in 2019, per 2023 survey
- Average spending on cosmetics per Polish woman is 420 PLN annually in 2023, men at 180 PLN
- The vegan beauty segment in Poland is expected to grow at 12% CAGR to 2028, reaching 1.5 billion PLN
- E-commerce beauty sales projected to hit 35% of total market by 2028, from 22% in 2023
- AI-personalized skincare adoption to rise 25% annually, market value 800 million PLN by 2028
- In 2023, the total value of the Polish beauty and personal care market reached approximately 28.5 billion PLN, marking a 6.2% year-on-year increase driven by rising disposable incomes and e-commerce penetration
- The cosmetics segment alone accounted for 42% of the Polish beauty market revenue in 2023, totaling 11.97 billion PLN with skincare products leading at 35% share within cosmetics
- Poland's beauty industry exported cosmetics worth 3.2 billion EUR in 2022, representing 15% growth from 2021, primarily to Germany, UK, and France
- The hair care segment in Poland generated 4.1 billion PLN in 2023, with a 4.5% growth, led by anti-hair loss products
- Skincare products dominated with 7.8 billion PLN in sales in 2023, where facial care subsegment was 55% at 4.29 billion PLN
- Makeup sales in Poland reached 3.2 billion PLN in 2023, with color cosmetics growing 7% YoY, lipstick being the top performer at 1.1 billion PLN
Poland’s beauty market grew fast in 2023, driven by skincare demand, natural trends, and rising online influence.
Related reading
01 · Category
Competitive Landscape22 stats
01
L'Oréal holds 14.2% market share in Poland's beauty sector in 2023, leading in skincare and haircare
02
Rossmann, the top beauty retailer, had 28% share of offline sales in 2023 with over 1.8 billion PLN turnover in cosmetics
03
Polish brand Ziaja achieved 450 million PLN sales in 2023, strong in body care with 8% national share
04
Beiersdorf (Nivea) captured 9.5% market share in 2023, dominant in skin and body care segments
05
Inglot, Polish makeup leader, exported to 80 countries with 2023 domestic sales of 320 million PLN
06
Avon Poland sales reached 280 million PLN in 2023, direct sales model strong among 40+ women
07
Unilever's beauty division in Poland generated 650 million PLN in 2023, Dove leading soaps and deodorants
08
Hebe chain holds 12% retail share in 2023, focusing on private label beauty lines
09
Procter & Gamble 11.8% share in haircare Poland 2023, Pantene top brand
10
Sephora Poland stores generated 850 million PLN beauty sales 2023
11
Eveline Cosmetics, Polish firm, 380 million PLN revenue 2023, strong exports
12
Coty Inc. 7.2% share in fragrances 2023, Wella Professionals key
13
Natura (Brazilian) via Avon model 15% direct sales share 2023
14
Douglas perfumeries 9% retail share 2023, premium focus
15
Soraya Polish brand 220 million PLN sales 2023, skincare specialist
16
Kolastyna 180 million PLN 2023, body care leader domestically
17
Reckitt Benckiser 6.5% share in hygiene-beauty 2023
18
Notino online 420 million PLN beauty sales Poland 2023
19
Bielenda 290 million PLN 2023, natural lines strong
20
Estée Lauder 5.8% prestige share 2023
21
Oriflame direct sales 210 million PLN 2023
22
Super-Pharm chain 11% share 2023, pharmacy-beauty hybrid
Interpretation
Competitive Landscape Interpretation
In Poland’s beauty competitive landscape, scale and channel strength are clearly favoring major players, with L’Oréal leading at 14.2% market share in 2023 while Rossmann alone accounts for 28% of offline beauty sales, alongside strong brand momentum from Ziaja at 450 million PLN and Beiersdorf at 9.5% market share.
02 · Category
Consumer Insights24 stats
01
68% of Polish women aged 25-44 use skincare products daily in 2023, spending average 150 PLN monthly
02
45% of Polish consumers prefer natural ingredients in beauty products, up from 32% in 2019, per 2023 survey
03
Average spending on cosmetics per Polish woman is 420 PLN annually in 2023, men at 180 PLN
04
52% of Gen Z in Poland (18-24) buy beauty via social media influencers in 2023
05
37% of Polish beauty buyers are loyal to Polish brands like Inglot or Ziaja in 2023
06
Urban Poles (over 70% population) spend 25% more on premium beauty than rural, averaging 550 PLN/year in 2023
07
61% of Poles aged 35+ prioritize anti-aging products, with 28% increase in usage since 2020
08
Online reviews influence 73% of beauty purchases in Poland 2023, TikTok most trusted at 41%
09
29% of Polish men use facial skincare daily in 2023, up 15% from 2021
10
55% of Polish women 18-34 experiment with K-beauty trends in 2023
11
42% prefer Polish-made cosmetics for quality-price ratio in 2023 survey
12
Average household beauty spend 1,200 PLN/year 2023, up 7% YoY
13
67% of beauty purchases influenced by promotions in 2023
14
Millennials (25-40) represent 48% of premium beauty buyers 2023
15
51% of Poles read ingredient labels before buying 2023, up 20% since 2018
16
Subscription beauty boxes used by 14% urban consumers 2023
17
39% men 25-34 use beard care products 2023
18
49% Polish consumers try new brands yearly 2023
19
62% women 45+ buy anti-aging online 2023
20
Eco-packaging preferred by 58% 2023
21
33% use apps for beauty routines tracking 2023
22
Regional differences: Warsaw spends 40% more than average 2023
23
47% influenced by Instagram beauty content 2023
24
Loyalty programs used by 71% shoppers 2023
Interpretation
Consumer Insights Interpretation
Poland’s consumer insights show a clear shift toward more engaged, ingredient-aware beauty shoppers, with 45% preferring natural ingredients in 2023 and 52% of Gen Z buying via social media influencers.
03 · Category
Future Projections16 stats
01
The vegan beauty segment in Poland is expected to grow at 12% CAGR to 2028, reaching 1.5 billion PLN
02
E-commerce beauty sales projected to hit 35% of total market by 2028, from 22% in 2023
03
AI-personalized skincare adoption to rise 25% annually, market value 800 million PLN by 2028
04
Sustainable packaging to be mandated, boosting eco-friendly products to 25% share by 2028
05
Men's beauty market to double to 2.4 billion PLN by 2028, CAGR 12%
06
Clean beauty sales forecasted at 4 billion PLN by 2028, 14% CAGR from 2023
07
AR try-on tech usage in beauty apps to reach 55% of online shoppers by 2028
08
Premium segment growth at 8.5% CAGR to 10 billion PLN by 2028
09
Beauty tech market to grow 20% CAGR to 1.2 billion PLN by 2028
10
Microbiome-based skincare projected 500 million PLN sales by 2028
11
Zero-waste beauty products to reach 900 million PLN by 2028, 16% CAGR
12
CBD-infused cosmetics market 300 million PLN by 2028, regulatory support
13
Personalized nutrition-beauty hybrids 400 million PLN by 2028
14
5G-enabled virtual beauty consultations to 40% adoption by 2028
15
Luxury beauty imports to rise 10% annually to 3.5 billion EUR by 2028
16
Post-2028, biotech actives to dominate 18% of skincare market
Interpretation
Future Projections Interpretation
Under Future Projections, Poland’s beauty market is set to pivot rapidly with e-commerce rising from 22% of sales in 2023 to 35% by 2028 and vegan beauty reaching 1.5 billion PLN by 2028 at a 12% CAGR, signaling a clear shift toward faster, more values driven shopping and product choices.
More related reading
04 · Category
Market Overview16 stats
01
In 2023, the total value of the Polish beauty and personal care market reached approximately 28.5 billion PLN, marking a 6.2% year-on-year increase driven by rising disposable incomes and e-commerce penetration
02
The cosmetics segment alone accounted for 42% of the Polish beauty market revenue in 2023, totaling 11.97 billion PLN with skincare products leading at 35% share within cosmetics
03
Poland's beauty industry exported cosmetics worth 3.2 billion EUR in 2022, representing 15% growth from 2021, primarily to Germany, UK, and France
04
The average annual growth rate (CAGR) of the Polish beauty market from 2018-2023 was 5.8%, outpacing the EU average of 4.1%, fueled by domestic production strengths
05
In 2023, online sales represented 22% of total beauty product sales in Poland, up from 15% in 2020, with platforms like Allegro and Rossmann.pl dominating
06
The Polish beauty market is projected to grow at a CAGR of 6.5% from 2024-2028, reaching 35.2 billion PLN by 2028
07
Natural and organic beauty products held 12% market share in Poland in 2023, with sales volume of 450 million PLN, growing 18% YoY
08
Pharmacy channels accounted for 28% of beauty sales in Poland in 2023, totaling 8 billion PLN, due to trust in professional advice
09
In 2023, Poland ranked 5th in EU cosmetics production volume at 1.2 million tons annually
10
Beauty market per capita spending in Poland was 750 PLN in 2023, 18% above CEE average
11
Hypermarkets like Carrefour contributed 15% to beauty sales, 4.3 billion PLN in 2023
12
Independent beauty salons generated 5.2 billion PLN in services revenue 2023
13
Polish cosmetics production to hit 1.5 million tons by 2028, 4% CAGR
14
Beauty services market (salons) to 7.5 billion PLN by 2028, 6% CAGR
15
Drugstore chains 35% sales share projected 2028, from 28% 2023
16
Organic certifications to cover 20% products by 2028
Interpretation
Market Overview Interpretation
Poland’s beauty and personal care market is expanding faster than the EU, with total value hitting about 28.5 billion PLN in 2023 and a 2018 to 2023 CAGR of 5.8% supported by strong online growth as e commerce rose to 22% of sales in 2023 from 15% in 2020.
05 · Category
Segment Analysis25 stats
01
The hair care segment in Poland generated 4.1 billion PLN in 2023, with a 4.5% growth, led by anti-hair loss products
02
Skincare products dominated with 7.8 billion PLN in sales in 2023, where facial care subsegment was 55% at 4.29 billion PLN
03
Makeup sales in Poland reached 3.2 billion PLN in 2023, with color cosmetics growing 7% YoY, lipstick being the top performer at 1.1 billion PLN
04
Fragrances segment valued at 2.9 billion PLN in 2023, with premium perfumes up 9.2% due to gifting trends
05
Men's grooming products market in Poland hit 1.2 billion PLN in 2023, CAGR 8.1% since 2019, shaving products 40% share
06
Nail care products sales were 650 million PLN in 2023, gel polishes growing 12% YoY among 18-35 females
07
Sun care products generated 480 million PLN in 2023, with SPF50+ variants surging 15% due to health awareness
08
Body care segment reached 3.5 billion PLN in 2023, shower gels at 1.8 billion PLN leading with 52% share
09
Oral care, part of beauty, valued 2.7 billion PLN in 2023, whitening toothpastes up 10% YoY
10
Deodorants sales totaled 950 million PLN in 2023, roll-ons preferred by 62% of consumers
11
Color cosmetics subsegment grew 8.3% to 2.1 billion PLN in 2023, eyeshadows up 11%
12
Baby care products within beauty totaled 1.1 billion PLN 2023, lotions 45% share
13
Premium hair colorants sales hit 350 million PLN 2023, 10% growth
14
Facial masks market 620 million PLN 2023, sheet masks surging 22% YoY
15
Hand care products 420 million PLN 2023, creams dominant at 280 million PLN
16
Prestige fragrances up 11% to 1.2 billion PLN 2023, niche brands gaining
17
Depilatory products 290 million PLN 2023, waxes 38% share
18
Eye care subsegment 890 million PLN 2023, serums 52% growth leader
19
Lip care products 380 million PLN 2023, balms 60% share
20
Styling products haircare 720 million PLN 2023, sprays up 9%
21
Anti-perspirants 680 million PLN 2023, clinical strength 25% growth
22
Foot care 310 million PLN 2023, creams dominant
23
Perfume atomizers accessories 150 million PLN 2023
24
Whitening cosmetics for body 120 million PLN 2023
25
Lash serums 250 million PLN 2023, 18% YoY growth
Interpretation
Segment Analysis Interpretation
In Poland’s beauty segment analysis, skincare led with 7.8 billion PLN in 2023 including 4.29 billion PLN facial care, and growth is strongest in targeted needs like anti hair loss hair products up 4.5% and premium fragrances up 9.2%, showing consumers are prioritizing high intent categories over broad-based spending.
report visual · Key figures
Poland beauty market: leading shares across brands & retail channels (2023)
Market leadership is concentrated: top brand share in beauty, plus a clear lead in offline retail distribution.
14.2%
L'Oréal holds 14.2% market share in Poland's beauty sector in 2023, leading in skincare and haircare
9.5%
Beiersdorf (Nivea) captured 9.5% market share in 2023, dominant in skin and body care segments
28%
Rossmann, the top beauty retailer, had 28% share of offline sales in 2023 with over 1.8 billion PLN turnover in cosmetic
12%
Hebe chain holds 12% retail share in 2023, focusing on private label beauty lines
7.2%
Coty Inc. 7.2% share in fragrances 2023, Wella Professionals key
Reference
Cite This Report
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APA
Elena Vasquez. (2026, February 13). Poland Beauty Industry Statistics. Gitnux. https://gitnux.org/poland-beauty-industry-statistics
MLA
Elena Vasquez. "Poland Beauty Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/poland-beauty-industry-statistics.
Chicago
Elena Vasquez. 2026. "Poland Beauty Industry Statistics." Gitnux. https://gitnux.org/poland-beauty-industry-statistics.
Sources & references
15 datasets cited across this report · attribution is report-level