Polish beauty industry expands into Asian markets and evolves marketing

The Polish beauty industry is seeing significant shifts in consumer behavior and international expansion opportunities. Marketing strategies are evolving to utilize diverse channels, including social media, digital campaigns, and influencer collaborations. Notably, outdoor advertising remains a powerful tool, reaching approximately 89.3% of the Polish population according to Mediapanel data.

Consumer loyalty in the cosmetics sector appears to be decreasing. Data from the ‘Health & Beauty Pulse 2026’ report indicates that 53% of purchases involve brands that consumers had not used in the previous 12 months. This provides an opening for new brands to capture market share through aesthetic appeal, product testing, and effective recommendations.

On the international front, Polish cosmetic producers are increasingly targeting Asian markets. Brands such as Eveline Cosmetics, Ziaja, Inglot, Bielenda, Farmona, and Irena Eris are expanding their presence in the region. Success in these markets depends on adapting products to local cultural and aesthetic preferences, as standards in Taiwan may differ significantly from those in China or Vietnam. Institutions like PAIH are actively supporting this export priority.