Poland still an attractive country for foreign companies on the beauty market

Wpis dostępny jest także w języku: polski

In May 2021, Azeta online drugstore was launched in Poland. The online drugstore belonging to the Maxima Group is present in Lithuania, Latvia and Estonia is another chain that in 2021 decided to enter the Polish market. Earlier this year such plans were announced by the Dm-drogerie markt chain.

Azeta online drugstore, owned by the Maxima Group (owner of Barbora grocery e-store and Stokrotka brick-and mortar chain) started operations in Poland in May 2021. It is the brand’s fourth e-store; the company already operates online drugstores in the Baltic States (Lithuania, Latvia, Estonia).

The range of products in the store includes cosmetics, dietary supplements, vitamins and articles for children. Its offers over 100 cosmetic brands, both Polish and foreign. What the drugstore wants to stand out is fast delivery. Purchases will be delivered to the indicated address on the next day (in Poland), and in Warsaw on the day of the order.

PMR expert’s view

Karolina Szałas

Senior Retail Market Analyst

Although, according to PMR forecasts, in 2021 the dynamics of the e-cosmetics market will slow down compared to the record growth achieved in 2020, it will still be the highest among all channels in the cosmetics market.

In the coming years (2021-2026), e-commerce will grow by 50% – reaching a market share of 18% in 2026. At the same time, it will be the second largest channel of the cosmetics market, right after drugstores, which is due to its high popularity among consumers. The sale of cosmetics online is so developed that the emergence of a new player will have a rather neutral or moderately positive impact on the dynamics of this channel in the coming years.

More information about cosmetics market in Poland in PMR report: Cosmetics retail market in Poland 2021.


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