Poland’s cosmetics market reached €6.4 billion in 2025, growing 9.3% year on year, according to the “Kosmetyczna Polska 2026” report prepared by the Polish Union of the Cosmetics Industry and WiseEuropa. Poland now represents around 7% of the European Union cosmetics market and ranks fifth in the bloc by value.
The figures confirm the scale of the domestic industry, but the report also points to a more difficult competitive environment. European producers are facing stronger US brands, rapidly growing consumer interest in Asian cosmetics and a regulatory framework that can increase the cost and time needed to bring products to market.
Poland has become one of Europe’s largest cosmetics markets
The domestic market combines a large consumer base with a significant manufacturing sector and a strong group of Polish brands. That creates a platform for exports as well as local sales, and cosmetics remain one of the areas where Polish producers have built recognisable positions in foreign markets.
Fast growth in market value does not mean competition is becoming easier. Consumers can compare products and trends internationally, while social media and e-commerce allow new brands to build awareness much faster than in the traditional retail model.
Asian cosmetics are gaining attention
One of the strongest competitive trends comes from Asia. Korean and other Asian beauty products have become more visible in European retail, particularly in skincare, where innovation, packaging and rapid product cycles have helped brands attract younger consumers.
For Polish and other European manufacturers, the challenge is not only price. They compete on product development speed, ingredients, branding and the ability to react quickly to trends that can spread across markets in weeks rather than years.
US brands remain strong competitors
American producers also continue to exert pressure, particularly in premium segments and categories where global marketing scale matters. Large international groups can spread research, product development and advertising costs across many markets.
Polish companies therefore need to choose carefully where they can build an advantage. For some, that means specialist formulations or strong local brands; for others, contract manufacturing, exports or faster response to regional consumer preferences.
Regulation is becoming part of the competitiveness debate
The report’s authors also point to the density of European regulation. Cosmetics are a highly regulated product category for good reason, but each new reporting, labelling or compliance requirement can add cost, particularly for smaller manufacturers.
The issue is not simply whether rules should exist. The competitive question is whether European companies can comply without product-development cycles becoming materially slower or more expensive than those of rivals in other regions.
Growth at home is not enough
A €6.4 billion domestic market gives Polish producers scale, but long-term growth will increasingly depend on exports and the ability to defend market share against international brands. The fifth-place position in the EU shows that Poland is already a major market rather than an emerging niche.
That changes the strategic challenge. The sector is no longer competing only to catch up with Western Europe; Polish companies are increasingly competing as established European producers in a global beauty market where innovation cycles are shortening and consumers are becoming more internationally oriented.
Source: Newseria Biznes; Polish Union of the Cosmetics Industry and WiseEuropa, “Kosmetyczna Polska 2026”.
