The Polish cosmetics industry stands out as one of the fastest-growing and most resilient sectors of the national economy. Driven by innovation, export strength, and increasing consumer demand, it continues to build its position as a key player on the European market. The latest “Cosmetic Poland 2025” report, prepared by the Polish Union of the Cosmetics Industry in cooperation with WiseEuropa, provides a comprehensive look at the sector’s performance, competitiveness, and future potential.
This year’s report focuses on the innovation and competitiveness of enterprises, showing how the cosmetics sector builds its advantages in a challenging, highly regulated, and intensely competitive European environment.
“The number of downloads and citations of last year’s report convinced us that having our own solid data is essential. It allows us to accurately assess the situation and outlook for the sector, as well as negotiate tangible regulatory and financial support with government representatives. Without it, the cosmetics industry in Poland will not continue to grow at the same dynamic pace,”
says Justyna Żerańska, General Director of the Polish Union of the Cosmetics Industry.
In 2024, the Polish cosmetics market recorded the highest growth rate in the entire European Union — 16.8% year-on-year. According to WiseEuropa analysts, Poland is now the fifth-largest cosmetics market in the EU, with a 6.6% share (up from 6.2% in 2023).
Since joining the European Union, the value of the Polish cosmetics market has nearly tripled, and in the past decade alone it has increased by 98% — compared to 45% growth for the EU market as a whole.
Export results are equally impressive. In 2024, the value of Polish cosmetics exports reached EUR 6.0 billion, keeping Poland in the position of the ninth-largest cosmetics exporter in the world and fifth in the European Union.
Poland’s share in global cosmetics exports rose to 4.0% (up from 3.8% in 2023), while its share in EU exports remained at 8.0%. The year-on-year export growth of 5.5% significantly outpaced the overall growth in Polish goods exports, which amounted to only 1.2%.
These figures reflect the combined efforts of manufacturers, suppliers, and distributors, as well as the presence of production facilities belonging to major global cosmetics corporations in Poland.
Experts predict that, in the long term, Poland’s cosmetics industry will maintain its positive growth momentum. By 2030, average consumer spending on cosmetics in Poland is expected to rise by 28%, bringing it closer to the EU average.
Online sales continue to play an increasingly important role — the e-commerce share of the market has grown from 9.2% in 2018 to 17.3% in 2024. Particularly strong growth can be observed in the perfume and fragrance segment, where 55% of sales in 2024 occurred online, up from 38% the previous year.
This trend is expected to continue, permanently reshaping the market structure, communication channels, and ways of reaching consumers.
The latest edition of “Cosmetic Poland 2025” is not just an update of statistics — it also represents the first comprehensive study on innovation in Poland’s cosmetics sector. The report describes the mechanisms that help companies build competitive advantages and shows how the industry defines innovation in practice.
As many as 89% of companies report developing innovations independently, while three-quarters also cooperate with external partners. This data suggests that rising private-sector R&D investment is translating into tangible innovative activity — but also highlights the limited role of the state and public administration in creating an ecosystem that supports innovation.
For an industry increasingly competing on international markets, investment in research and development will be one of the key drivers of future growth. However, the lack of stable institutional support could slow adaptation to increasingly complex regulations and hinder the rollout of breakthrough solutions.
“Today, the ability to implement innovations is crucial to the competitiveness of Polish companies, both domestically and internationally. Our goal is to support Polish firms in securing funds to enhance their innovation and competitiveness. As an organization, we want — and need — to know the current state of the sector: what works well, and which areas require particular institutional or financial support. We hope that ‘Cosmetic Poland 2025’ will serve as another valuable source of insight for entrepreneurs, policymakers, and the public on the condition and potential of our industry,”
concludes Justyna Żerańska.
The new edition of “Cosmetic Poland 2025” is available for free download from the website of the Polish Union of the Cosmetics Industry. The publication serves not only as a comprehensive source of information on the condition of the sector, but also as a valuable data resource helping companies operate more effectively in a rapidly changing environment.
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