Who drives the Polish cosmetics market

The Polish cosmetics market is changing faster than ever. Younger generations focus on ecology, personalization and online shopping, while older consumers remain loyal to classic products and proven brands. What shopping habits dominate among Generation Z, millennials, Generation X, and boomers? What trends are shaping the industry and what do manufacturers and distributors need to pay attention to?

Generation Z: Ecology, authenticity and the power of influencers

For Generation Z (born 1995-2012), cosmetics are part of their lifestyle and an expression of values. In this group:

• 74 percent choose natural and vegan products;
• 58 percent expect personalization in cosmetics – from dedicated formulas to the possibility of composing your own sets;
• 90 percent buy cosmetics online, and 63 percent do this regularly.

Gen Z are not guided by aggressive advertising – what matters to them is the authenticity and transparency of companies. Consumers in this group follow social media and often decide to buy based on influencer reviews. Trends that are particularly gaining importance are cosmetics with a short list of ingredients, ecological packaging and multifunctional formulas.

Millennials: Quality, convenience and online shopping

Millennials (born 1981-1996) are the group that spends the most on cosmetics. Their average monthly expenditure on skin care and makeup are 130-200 PLN (30-45 EUR). They are characterized by:

• commitment to quality – they are willing to invest in proven products and regularly buy premium cosmetics;
• online shopping as the main channel – 70 percent buy cosmetics in e-commerce, choosing primarily platforms that allow quick price comparisons;
• growing interest in dermo cosmetics – their purchasing decisions are often preceded by an analysis of the composition of the product and dermatological opinions.

For millennials, cosmetics are both an everyday need and an element of health care. Unlike Gen Z, they are less likely to experiment with new products and are more likely to stick to proven brands.

Generation X and boomers: Classics and brand trust

Older generations (X born 1965-1979, baby boomers born 1946-1964) are a stable part of the cosmetics market. In this group:

• 85 percent buy cosmetics from stationary stores, mainly in drugstores and pharmacies;
• trust in the brand plays the biggest role – consumers are less likely to experiment and choose proven solutions more often;
• less prone to change – they prefer products they have been using for years, often those with classic formulas.

Older generations are still an important group of customers, whose value for the cosmetics market is estimated at about PLN 8 billion per year. However, their share of market growth is gradually decreasing in favour of younger consumers.

What does this mean for the market?

Differences in approaches to purchasing and care between generations require flexibility from companies. The most important trends that the market should react to are:

• investments in sustainable development – consumers, especially younger generations, are increasingly choosing brands that use eco-friendly packaging and simple ingredients;
• stronger presence in e-commerce – both Millennials and Gen Z are moving their shopping online, which forces companies to develop sales platforms and marketing strategies in social media;
• personalisation and innovation – tailor-made products and new technologies in cosmetics are key areas of growth.

In the coming years, the cosmetics market in Poland will be increasingly dependent on younger generations. Companies that quickly adapt their offer to their expectations will be growth leaders. Those who stick to traditional strategies may lose their competitiveness.

Source: PMR Market Experts, report “Handel detaliczny artykułami kosmetycznymi 2025. Analiza rynku i prognozy rozwoju na lata 2025-2030”