The Polish cosmetics sector is strengthening its presence on the Italian market

Poland is currently the fifth-largest cosmetics market in the European Union. The value of this market reached EUR 5.8 billion in 2024 and has almost tripled since Poland joined the EU. The sector’s dynamic growth is also reflected in exports - Poland is now the world’s ninth-largest exporter of cosmetics and accounts for around 4% of global exports in this sector.

There are over 1,300 cosmetics manufacturers operating in Poland, 94% of which are micro-enterprises. Employment across the industry’s entire value chain - from production to distribution and sales - exceeds 65,000 people.

Europe as a key market for Polish manufacturers

Around 67% of cosmetics exports from Poland are destined for European Union markets, which confirms the industry’s strong integration with the European market and the growing recognition of Polish brands. For Polish companies, attending the trade fair in Bologna offers an opportunity to develop partnerships with distributors and retail chains from around the world, as well as to strengthen their position on the demanding Italian market.

The Polish cosmetics industry in step with global trends

Polish cosmetics companies are responding actively and effectively to the global trends shaping the cosmetics market. One of the most popular trends at the moment is the concept of longevity beauty, which refers skincare focused on maintaining optimal skin health in the long term and slowing down the ageing process.

Neurocosmetics and psychodermatology are also playing an increasingly important role, developing products that not only improve skin condition but also promote well-being and reduce stress. Another rapidly growing trend is skinification, which involves applying the advanced skincare techniques typically associated with facial cosmetics to other areas, such as the scalp and body.

In response to consumer expectations, the trend towards premiumisation of the market is also gaining momentum, as customers are increasingly opting for more expensive products that have scientifically proven efficacy, are patented, or feature innovative combinations of ingredients. At the same time, the industry is developing sustainable solutions, such as the upcycling of raw materials and packaging that has the least possible impact on the environment.

Polish cosmetics companies are quick to adapt to global trends and combine them with their own research and development capabilities. This results in highly effective products based on innovative ingredients and modern technologies, while also meeting consumers’ growing expectations regarding quality, sustainability and skincare tailored to the skin’s needs - says Dorota Szczytowicz, cosmetics sector coordinator for the Brand HUB project.

At the same time, the importance of new technologies in consumer relations is growing. Artificial intelligence is increasingly being used to support personalised care - from skin diagnosis to selecting products tailored to individual needs.

A stable sector of global importance

Although the cosmetics sector accounts for around 1% of Poland’s manufacturing industry, it is notable for its stability and resilience to economic fluctuations.

Poland is now one of the world’s leading exporters of cosmetics across many product categories – for example, it ranks second globally in the export of oral hygiene products, third in the export of toilet soaps, and seventh in the export of perfumes and eau de toilette, which are so popular among Italian consumers. Cosmetics ‘made in Poland’ are popular and in demand among customers across all continents. The experience and expertise of manufacturers mean that Polish companies are reliable partners even for the most demanding clients - adds Justyna Żerańska, Managing Director of the Polish Cosmetics Industry Association.

Manufacturers from the Polish cosmetics sector will showcase their products at the Cosmoprof Worldwide Bologna trade fair, which will take place from 26 to 29 March this year in Bologna. It will be possible to learn about the versatile possibilities of this sector by visiting, among others, the Polish national stand, organised by the Polish Investment and Trade Agency. We invite you to visit stand no. H20-123. As part of the project entitled 'Internationalisation of SMEs - Brand HUB', the PAIH is seeking to increase the international recognition of the Polish cosmetics sector and supporting companies in this sector in their international expansion.

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The Polish Investment and Trade Agency organises Polish National Stands as part of the Sectoral Programme for Promotion on Prospective Markets. The Sectoral Promotion Programme is implemented as part of the project entitled 'Internationalisation of SMEs - Brand HUB' by the Polish Investment and Trade Agency in cooperation with the Ministry of Development and Technology, as part of the 'European Funds for a Modern Economy 2021 -2027’ programme.

The aim of the ‘Internationalisation of SMEs - Brand HUB’ project is to use and increase the growth potential of Polish SMEs and to increase the volume of exports through their participation in promotional activities on foreign markets. Sectoral promotion programmes are designed to support the recognition of these sectors on foreign markets by promoting the Polish Economy Brand under the slogan ‘Poland. Business Forward’.