Polish cosmetics market trends and product developments

The Polish cosmetics market is seeing diverse consumer trends, ranging from social media-driven demand for affordable luxury to specialized skincare for aging populations.

Social media trends, particularly on TikTok, have increased interest in budget-friendly fragrance alternatives. For example, Atelier de Luxe Pure Rose hand soap has gained popularity for its scent profile, which users compare to high-end luxury perfumes. Additionally, brands like Bielenda are promoting perfumed body powders as a way to extend fragrance rituals.

Concurrently, there is a focus on specialized anti-aging products. Dermika has introduced the Esthetic Solutions night serum, featuring a 0.06% concentration of retinal and 0.04% hyaluronic acid to stimulate protein synthesis and improve elasticity, specifically for women over 45. Bielenda has launched the CHRONO AGE 60+ revitalizing night cream, which uses an epigenetic repair complex to activate COL1A1 and COL1A2 genes to boost collagen production while protecting against pollutants and UV radiation. Tołpa continues to release products with rich formulas for anti-aging benefits.

Recent data from the ‘Beauty DNA Polek 2026’ report by Kerabione indicates a broader shift toward personalized beauty and wellness. Three-quarters of surveyed women expressed interest in personalized supplements for hair and skin, moving away from ‘miracle’ products and universal solutions. This trend reflects growing skepticism toward mass-market advertising. Marta Wróblewska, a product manager at Kerabione, noted that supplementation is most effective when addressing specific issues, such as using sulfur amino acids like L-cysteine or L-methionine to rebuild keratin in damaged hair.