# Polish beauty industry and market dynamics

> Live situation record from CLSTR: https://clstr.news/situations/polish-beauty-industry-and-market-dynamics
> Updated: 2026-08-18T16:34:11.000Z. Sources: 4. Developments: 2.

The Polish beauty market is experiencing shifts in consumer behavior and retail dynamics. Domestic producers, including brands such as Eveline Cosmetics, Ziaja, and Inglot, are increasingly targeting expansion into Asian markets, supported by institutions like PAIH to adapt to local cultural preferences.

Simultaneously, the market is seeing increased international competition and retail availability. The British influencer-led brand Refy is expanding its presence into Poland through Sephora, following a digital launch and scheduled physical retail debut in 57 European stores. This comes amid data suggesting decreasing consumer loyalty in the cosmetics sector, with reports indicating that 53% of purchases involve brands not used by consumers in the previous 12 months.

## Timeline

### 2026-08-18: Refy beauty brand expands into Poland via Sephora

British beauty brand Refy is expanding into Poland and 12 European markets via Sephora, marking its largest retail expansion to date following its success as a viral influencer-led brand.

2 sources. https://clstr.news/cluster/refy-beauty-brand-expands-into-poland-via-sephora

### 2026-08-16: Polish beauty industry expands into Asian markets and evolves marketing

Polish beauty brands are expanding into Asian markets while leveraging diverse marketing channels to reach consumers, who show decreasing brand loyalty and a preference for new products.

3 sources. https://clstr.news/cluster/polish-beauty-industry-expands-into-asian-markets-and-evolves-marketing

---
Cite as: Polish beauty industry and market dynamics. CLSTR, https://clstr.news/situations/polish-beauty-industry-and-market-dynamics