Generation Z

Generation Z

Gen Z are very young but conscious.According to Mintel, 65% of them believe that being beautiful is mainly about self-confidence and 48% about self-expression. They look at what they use to ensure that it is good for them, for others and for the environment. They are always looking for natural products.


Key market trends in Poland

  • increasing demand being result of growing wealth of the Polish society
  • changing demand structure towards more expensive and higher quality products
  • demographics will drive part of demand towards products for 50+
  • visible trend of domestic producers’ migration from low-cost segments towards those with higher margins
  • products personalization to individual customer needs
  • being green & natural
  • anti–pollution
  • blue light protection cosmetics, pharmacy chain expansion
  • sales increase in cosmetics dedicated to allergies
  • hypersensitive skin and other dysfunctions
  • anti-aging products
  • cosmetics for diabetics and after radiotherapy
  • increase in the men care
  • travel cosmetics
  • cosmetics inspired by Asia trends




Adaptogens are a series of plants that help protect the body against physical, mental and emotional stress by strengthening the immune system thanks to their stimulating properties.

The most popular include Ashwagandha, Gotu Kola, Bacopa monnieri, mountain rosary, ginseng, cordyceps and Reishi.

Blue light protection

Every day we spend many hours in front of a computer, tablet, phone. These devices emit blue light that affects the condition of the skin. For many people, blue light causes more redness, swelling and discoloration than UVA light from the sun. For this reason, we are now focusing on protecting the skin from being damaged by blue light.



Korean beauty for its innovative products and routines to get the healthiest and brightest skin. While it has become synonymous with the admittedly intimidating 10-step skincare routine, the latest K-beauty trend is now turning our attention to a more minimal practice that might better suit busier lifestyles.



The skin microbiome as a beauty concept is challenging current perceptions about the role of bacteria in the skin.  A range of products from the probiotics, prebiotics and enzymes sector.

Generation Y

Millennial generation engage more and they want to prevent agein