55% of Gen Z consumers who buy dermocosmetics choose less expensive alternatives to premium products of comparable quality. At the same time, more and more Poles are using sunscreen not only in the summer, but year-round. The dermocosmetics market in Poland continues to grow, but signs of its maturation are becoming increasingly evident. This is according to our latest analysis included in the report “The Dermocosmetics Market in Poland: Market Analysis and Growth Forecasts for 2025–2030.”

The market is growing, but consumers are making more informed purchasing decisions

In 2025, the dermocosmetics market in Poland continued to grow, although the growth rate was moderate. This was driven by the strong financial situation of households. Real wages rose, and some of the savings accumulated in previous years began to flow back into the consumer market. As a result, real demand for dermocosmetics also increased.

– The Polish dermocosmetics market still has growth potential, while at the same time entering a stage of greater maturity. We are observing a clear shift in consumer behavior. Consumers are placing increasing importance on making informed purchasing decisions, comparing ingredients, and seeking out products that offer high quality at an attractive price. This means that brands today must compete not only on the basis of expert credibility, but also on accessibility, visibility, and convenience of purchase.

Marta Marszałek

Head of Pharma & Healthcare Market Analysis

Gen Z doesn’t pay for a logo

One of the most noticeable trends on the market is the growing popularity of so-called “skincare dupes”—that is, more affordable alternatives to popular products. This trend is growing particularly rapidly on social media—especially on TikTok, where influencers compare the ingredients of dermocosmetics and skincare products with their more affordable alternatives.

Our experts point out that this trend is most evident among members of Generation Z. As many as 55% of people in this group say they choose less expensive products of comparable quality over more expensive dermocosmetics. By comparison, 43% of Millennials and 35% of Baby Boomers report a similar attitude.

Interestingly, young consumers do not dismiss the importance of quality. On the contrary—they pay particular attention to it. At the same time, they are less willing to pay a higher price solely for the brand. Among Gen Z members, 61% agree with the statement that it’s worth paying more for a dermocosmetic because of its better ingredients. In other generational groups, this percentage exceeds 70%.

The pharmacy is no longer the only option

The report indicates that the way people buy dermocosmetics is also changing. Although pharmacies remain an important sales channel, their relative importance is steadily declining. Consumers are increasingly opting for online shopping and drugstores, which effectively compete with their wide range of products, promotions, and convenience.

The growing importance of the omnichannel model means that a brand’s presence across multiple customer touchpoints is becoming a necessity. Competition is shifting from the expertise of the sales channel itself to product availability, product display, and the shopping experience.

– For manufacturers, this means they need to create a consistent shopping experience, regardless of whether consumers discover a product at a pharmacy, a drugstore, an online store, or through social media.

Marta Marszałek

Head of Pharma & Healthcare Market Analysis

Sun-Kissed
Skin All Year Round

The dermocosmetics market is certainly being influenced by changes in Poles’ daily skincare routines. Products with sunscreen are increasingly no longer associated exclusively with vacations and holidays.

Although as many as 95% of SPF users apply sunscreen in the summer, 53% also use it in the spring, and 35% of users apply sunscreen even in the winter. This means that for more than one-third of Poles who use SPF, sun protection has become part of their daily skincare routine year-round.

The face remains the most commonly protected part of the body. 97% of respondents apply sunscreen to their faces. The body (45%) and hands (32%) are protected much less frequently.

Hume’s Institute stands for knowledge. PMR Market Experts stands for experience. When we join forces, you gain a competitive edge. See how we can support your business.

Hume’s Institute stands for knowledge. PMR Market Experts stands for experience. When we join forces, you gain a competitive edge. See how we can support your business.

Marta Marszałek

Head Pharmaceutical u0026 Healthcare Market Analyst

Industry Report

Pharma & Healthcare

Dermocosmetics market in Poland 2026

Market analysis and development forecasts for 2026-2031

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