Packages and closures for packaging

Where the cosmetics market is heading?

The European Cosmetics Market: Growth, Sales Structure, and Packaging Development Trends

The European cosmetics market is one of the largest and most established in the world. According to data from Cosmetics Europe, the retail value of cosmetics and personal care products in Europe reached approximately EUR 104 billion in 2024, confirming the region’s strong position in the global beauty industry. Europe also remains a major hub for cosmetic production and distribution, supported by intensive trade flows between EU member states.

What sells best?

The structure of cosmetic exports within the European Union shows a clear concentration around several key categories. According to the report “Kosmetyczna Polska. Raport o stanie branży kosmetycznej 2025”, skin care products as well as manicure and pedicure products accounted for 40% of the EU’s export value in 2024. The second most important category was perfumes and toilet waters, with a 24% share, followed by hair care products at 12%.

For cosmetic brands, this sends a clear message: everyday-use products remain the backbone of sales. At the same time, these are precisely the categories in which packaging has the strongest influence on purchasing decisions. Ease of use, application comfort, durability, and aesthetics directly affect consumer choice.

The role of packaging in European markets

High competitiveness in the leading product categories makes packaging an increasingly important factor in building market advantage. The “Kosmetyczna Polska. Raport o stanie branży kosmetycznej 2025” indicates that, across Europe, product and business innovations remain the main drivers of industry growth, while environmental innovations are still in a phase of dynamic development.

Many companies operating on European markets point to the lack of uniform, mature environmental practices, while simultaneously recognizing growing regulatory pressure and rising consumer expectations. More than half of surveyed companies declare plans to invest in solutions that reduce environmental impact in the coming years, treating sustainability as a key element of long-term business strategy.

PCR, monomaterial, and refill – solutions with cross-market relevance


The “Kosmetyczna Polska. Raport o stanie branży kosmetycznej 2025” identifies materials with PCR content, refill systems, and monomaterial packaging as examples of environmental innovation. Refill solutions are already present in segments such as perfumes and skin, hair, and body care products. For consumers, they offer lower purchase costs; for brands, they help build long-term customer relationships; and for the environment, they deliver a tangible reduction in packaging waste.

Monomaterial solutions, meaning packaging made from a single type of material, facilitate recycling and align well with the direction of future regulatory requirements.

Shared challenges, a shared direction


Today, the cosmetics industry faces similar challenges across countries: rising costs, regulatory changes, and increasing expectations for transparency and environmental responsibility. At the same time, market forecasts published by Statista show that the European cosmetics market remains on a growth trajectory, with consumer spending on cosmetics expected to increase steadily in the coming years despite regulatory and cost pressures.

For cosmetic brands, this means treating packaging as an integral part of the product, an element that combines functionality, regulatory compliance, and a response to evolving market expectations.

At Polpak Packaging, we closely monitor these changes and continuously develop solutions that meet the needs of today’s cosmetic market.

See our packaging solutions live in February – meet us at Paris Packaging Week!


During Paris Packaging Week, we will present solutions designed to address the challenges faced by cosmetic brands, including monomaterial packaging, refill systems, and PCR-based solutions. It is also a great opportunity to speak directly with Polpak Packaging experts, who will help select the right packaging for specific cosmetic products and demonstrate how these solutions perform in practice.

We warmly invite you to visit our stand U212 at Paris Packaging Week, 5–6 February 2026.

Free registration is available. You can generate your visitor pass online: GET YOUR TICKET

Already now, we also encourage you to explore our online product catalog, where we present our full portfolio: VIEW THE ONLINE CATALOG

See you in Paris!