Poland: The New Heart of K-Beauty — Why This Market, and Why Dear Klairs & By Wishtrend Now

For Business Partners & Buyers | K-Beauty Market Entry Insight 2026

TL;DR — 3 Things Every Buyer Should Know

• Poland is the No.1 destination for Korean cosmetics exports within the EU. In 2024, K-cosmetics exports to Poland reached USD 112 million (+154.2% YoY), and by August 2025 the cumulative figure hit USD 163 million (+121.9% YoY).
• Polish consumers are highly open to innovative ingredients, textures, and niche products, maturing toward valuing proven efficacy and trust over price alone.
• Dear Klairs (sensitive-skin specialist) and By Wishtrend (high-performance active skincare) already hold proven brand equity across major European channels — making them the ideal partners for Poland market expansion.

1. Characteristics of the Polish Cosmetics Market — The Most Dynamic Market in Central Europe

Poland is not merely an "emerging market" — it is a structurally attractive growth engine.

① Solid Growth Built on a Stable Macro Environment

Poland's beauty and personal care market is posting 7% value growth (current terms) as of 2025, outperforming many regional peers — driven by rising disposable income and a stable economic backdrop.

② A Dual Structure: Selective Premiumization + Price Sensitivity

The Polish market presents a unique balance of selective premiumization and strong price sensitivity, where investment in premium skincare and dermocosmetics coexists with loyalty to reasonably priced essentials. This aligns precisely with K-beauty's "high efficacy + accessible price" positioning.

③ Mature Ingredient Literacy

As consumer sophistication deepens, advanced ingredient knowledge and AI-assisted personalized routines are driving demand for clinically proven products and expert guidance. Polish consumers now require full INCI ingredient transparency and clinical data.

④ A Reshaping Competitive Landscape

Alongside the leadership of multinationals such as L'Oréal Polska, agile local brands and fast-expanding Korean entrants coexist — deepening innovation and raising consumer expectations.

2. The Growth of K-Beauty in Poland — A Game Changer Proven by Numbers

K-beauty's growth in Poland has moved beyond a "trend" into the phase of structural establishment.

This export surge stands out sharply against traditional major markets — China (–15.1%), the US (+14.9%), and Japan (+16.2%). While most top export items to Poland are arms and intermediate goods, cosmetics rank No.1 among consumer goods — underscoring K-beauty's standing.

Across the continent, Europe (France, Germany, UK, Russia, Poland) accounts for roughly 34% of K-beauty exports, evaluated as a high-growth "blue ocean" region.

3. Why K-Beauty Is So Popular in Poland — 6 Core Drivers

① Strong Demand for Innovative Formulas, Textures & Ingredients

Local buyers note that Polish consumers actively seek niche markets and innovative formulations, textures, and ingredients — the very force driving K-beauty category growth.

② Openness to Global & Asian Brands

As one of Central Europe's most dynamic beauty markets, Polish consumers are increasingly open to global trends and Asia-Pacific brands, with Korea leading the trend.

③ Trust in Technology-Intensive High Performance

Across Europe, Korean brands armed with innovation, original formulations, and consumer engagement are differentiating from Western competitors through a focus on skincare, advanced research, and natural ingredients. The at-home delivery of specialist ingredients such as PDRN and retinal leads the market.

④ A Shift Toward "Trust-Based Consumption"

European consumers now prioritize skin health over makeup, resonating with a Korean beauty culture that encourages preventive, long-term skincare routines. This shift toward valuing proven efficacy and trust over price favors authentic brands backed by clinical data.

⑤ A Geopolitical Edge as Central-Eastern Europe's Logistics Hub

A decisive factor behind Poland's rise as a K-beauty hub is its logistical advantage. Positioned at the geographic center of the EU, Poland sits at the crossroads of overland logistics networks linking Germany, Czechia, Slovakia, the Baltic states, and Ukraine.

• Ports of Gdańsk & Gdynia: The Baltic's largest container hubs, serving as Europe's gateway for Asia-originating sea freight.
• Dense Fulfillment & Warehousing Infrastructure: Logistics centers clustered around Łódź, Warsaw, and Wrocław cover the entire EU within 24–48 hours.
• Cost Competitiveness: Lower warehousing and labor costs versus Western Europe make Poland an ideal "EU re-export hub," cutting both delivery lead times and logistics costs across CEE.

Entering Poland means more than single-country revenue — it secures a logistics bridgehead for expansion across all of Central-Eastern Europe (CEE).

⑥ K-Culture Soft Power

The popularity of Korean culture — including K-pop and K-drama — feeds a virtuous cycle of product trust, firmly established among Poland's MZ generation.

4. Key K-Beauty Distribution Channels & Shop List in Poland

Offline Drugstores (Mass Touchpoints)

• Hebe — Poland's flagship H&B drugstore, operating a dedicated Asian-cosmetics catalog. Of 828 registered Asian cosmetics, 569 are Korean — a core K-beauty channel.
• Rossmann — Poland's leading drugstore, operating a dedicated K-beauty page.

Premium & Selective Channels

• Sephora Poland — Premium K-beauty selective distribution
• Douglas Poland — Dermocosmetics & premium skincare channel

Online & Specialty Retailers

• Notino — Central-Eastern Europe's largest beauty e-commerce platform
  • 🔗 Klairs on Notino Poland: https://www.notino.pl/klairs/?exp=klairs
• Ubuy Poland, dedicated K-beauty online malls, and numerous cross-border e-commerce channels

💡 Buyer Insight: Hebe and Rossmann are optimized for "mass penetration," Sephora and Douglas for "premium positioning," and Notino for "pan-European expansion."

5. Dear Klairs & By Wishtrend in Europe — Activities and Distribution

European Distribution Infrastructure

• Since entering Europe in 2016, distributed through 20+ major beauty retailers including Sephora UK, Douglas, and & Other Stories.
• Achieved 400+ official store placements within 7 years of European entry.
• Nordics: Entered Norway's largest drugstore chain Vitusapotek (~250 stores), with a history of placement at Oslo's H&M beauty concept store.

Brand-Specific European Strategy

• Dear Klairs: Distributed around core ranges such as the Blue Line and Supple Preparation Toner, tailored to European sensitive-skin needs. Strengthening offline touchpoints, including a Galeries Lafayette pop-up in France.
• By Wishtrend: A high-performance skincare brand expanding its footprint across major European on/offline channels in Germany, the UK, and beyond. The Matcha & Green Tea line has earned strong local resonance in Europe.

Latest B2B Activity

• Cosmoprof Bologna, March 2026 — Meeting local buyers and partners at the world's largest beauty fair to secure new European distribution channels and elevate brand awareness.

6. Why Partner with Dear Klairs & By Wishtrend Now — Verified USPs

The following USPs are derived from Wish Company's official B2B wholesale guides.

🔗 7 Reasons Your K-Beauty Shop Must Stock Klairs (B2B Wholesale Guide)

🔗 7 Reasons to Stock By Wishtrend (B2B Guide)

① Proven Sell-Through as a Category No.1

Klairs holds multiple million-sellers that have ranked No.1 in their category at global retailers — a track record continually re-verified through 200+ global awards. This proven turnover minimizes buyers' inventory risk.

② Global Bestseller Equity Verified Across 70+ Countries

Wish Company products have established themselves as bestsellers across on/offline channels in over 70 countries — a powerful "proven global track record" when entering new markets.

③ Zero Regulatory Risk — CPNP/PIF Certified

CPNP/PIF approval is complete for B2B, wholesale, and distribution channels. With regulatory compliance — the biggest barrier to EU entry — pre-satisfied, Polish buyers receive products in a ready-to-sell state.

④ Tapping the Ethical-Consumption Trend — Vegan & Cruelty-Free

All Wish Company brands have upheld a cruelty-free philosophy from inception, and do not export to countries requiring animal testing — aligning with the values of ethically minded European consumers.

⑤ A Clear Dual-Brand Portfolio — Covering Every Customer Segment

• Dear Klairs = Sensitive-skin expertise + minimalist formulas ("Simple but Enough")
• By Wishtrend = A hypoallergenic, high-performance brand born from a 5-million-strong Wishtrend skincare community, making high-concentration actives accessible to everyone

Together, the two brands cover the full customer spectrum — from gentle soothing care to high-performance actives.

⑥ Proven Growth Momentum — Rising Revenue Across Both Brands

Both brands posted YoY revenue growth — Klairs +185% and By Wishtrend +67% — the result of strategies tailored to each continent and country. Now is the optimal time to ride the growth curve.

⑦ Marketing Synergy Built on Content & Community

Wish Company engages over 10 million followers — including its flagship channel Wishtrend TV — across diverse beauty content. Buyers gain not just product supply, but access to verified global content assets and community trust.

⑧ Minimized Logistics/Operational Risk + a CEE Bridgehead

Combining 20+ European retailer relationships and 400+ store operations with Poland's logistics-hub advantages (Gdańsk port, dense fulfillment infrastructure) simultaneously reduces expansion logistics costs and lead times across Central-Eastern Europe.

7. Future Partnership with Wish Company — We're Looking for Partners to Grow Together 🤝

Beyond simple product supply, Wish Company pursues long-term, strategic collaborative relationships with partners across Poland and Central-Eastern Europe. Through the diverse partnership models below, we are actively seeking partners to grow the market together.

1) Seasonal & Campaign Collaboration

• Promotional collaborations including seasonal events and pop-ups
• Joint K-beauty event planning and operation

2) Digital & Social Commerce Synergy

• TikTok Shop / Instagram collaborations targeting Poland's MZ generation
• Local influencer seeding strategy packages and more

3) Data-Driven Partnership

• Quarterly sell-through data sharing
• Reorder forecasting, priority access to new-product supply, and other partner-incentive structures

🤝 Through these models, a wide range of partnerships is possible — and Wish Company is actively seeking partners to build the Poland and CEE markets together. Explore the brands: klairscosmetics.com · bywishtrend.com

Conclusion — Poland Is Not a "Test Market," It's an "EU Bridgehead"

Poland combines its status as the EU's No.1 K-beauty export destination with mature consumers, well-established distribution infrastructure, and structural growth momentum. Built on brand equity and operational capabilities already proven across Europe, Dear Klairs and By Wishtrend are the ideal partners to build Poland together as a strategic bridgehead for expansion across all of Central-Eastern Europe.

Sources: KOTRA Overseas Market News, Korea International Trade Association (KITA), Euromonitor, Wish Company B2B Guides (wishtrade.co.kr)