Why Polish Beauty is the Next Global Trend - and Singapore is Watching

Most people hear of Poland and visualise Chopin, comforting pierogi or quaint historical sites. Yet this is also the birthplace of some of beauty’s most influential founders. Helena Rubinstein, born near Krakow, became one of the first businesswomen to shape the global cosmetics world, turning her understanding of skincare into an international empire. 

Poland is also where Maksymilian Faktorowicz began his path before becoming Max Factor, the creative mind who revolutionised makeup for both film and everyday use. Even the early development of NIVEA’s signature cream is connected to Polish scientific work by Oskar Troplowitz and Professor Paul Gerson Unna.

This heritage feeds into a modern industry that has grown remarkably in scale and influence. Poland is now one of the European Union’s strongest cosmetics hubs, ranking fifth in the EU for market value and ninth worldwide for exports. Its products move across continents, supported by a six billion euro export value and leadership in categories such as oral care, skincare, haircare, soap and fragrance. 

The sector has tripled in size since Poland joined the EU, with growth nearing seventeen per cent between 2023 and 2024. It is a beauty market shaped by experience, research and a long tradition of craft. 

On a recent trip to Warsaw, we visited several of Poland's leading beauty makers and saw firsthand how much creativity and skill sit behind the country’s growing reputation. Eager to know more? Here are some Polish beauty names that deserve attention and have been gaining steady interest among skincare and wellness fans.

4 Starlings - Handcrafted Formulas with a Modern, Small-batch Spirit

4 Starlings began as a tiny Polish workshop stirring up simple, natural soaps, and that original hands-on charm still shapes everything they do. What once was a table full of handmade recipes has grown into a brand known for clever formulations, local ingredients and a refreshingly honest approach to skincare.

Over time, the team built its own in-house R&D, created original technologies for both solid and liquid soaps and expanded into body, face and hair products that keep things clean and uncomplicated. Their shampoo bars became a breakout moment in 2019, flying off shelves and helping build global interest in their low-waste way of thinking. 

The brand’s much-loved cream deodorants followed suit, including the cult “Check Yourself” campaign, inspired by a customer’s breast-health journey and now a gentle nudge towards everyday wellness.

They’ve since added a complete bath and body care collection: scrubs, mousses, body balms, oils and even bath bombs, all designed to make everyday rituals feel a little more comforting. It sits neatly alongside their handmade bar soaps, liquid soaps, conditioners, serums and masks, reflecting a brand that continues to create with curiosity and care.

A decade in, 4 Starlings has grown into a 150-person operation with more than 150 products, four flagship stores in Poland and retail placements from Barcelona to Bucharest. Pop-ups in spots like Galeries Lafayette Macau and Hong Kong Airport have introduced the brand to even more travellers, all while it continues supporting regional initiatives, social impact groups and animal-friendly campaigns. 

With this mix of craft, conscience and playful personality, we’re certain 4 Starlings will be adored in Singapore – a brand fit for all generations and all bathroom shelves.

Equalan Pharma - All You Need for Everyday Skin Care, Both for Customers and Business Houses (OEM)

Equalan Pharma has become one of Poland’s most versatile skincare creators, with more than five hundred products now sitting under its belt. The Novaclear ranges cover just about everything, from everyday hydration to targeted care for uneven tone, blemish-prone skin or post-procedure sensitivity. The Atopis line shows how thoughtful the brand can be, offering gentle formulas suited for newborns and safe enough for pregnant or breastfeeding mums who want calm, steady skincare they can trust.

What makes Equalan particularly interesting is the way it shapes products for different parts of the world. The team works closely with regional regulations, avoids banned ingredients and adjusts textures and actives for local climates. This approach has helped the Acne range build a strong following across Asia, where humidity often leads to congestion and breakouts. When a market has a specific need, Equalan has a habit of creating solutions just for that region, giving its offer a more personal feel than a one-size-fits-all launch.

Equalan also supports global beauty founders through its private label and OEM capabilities, helping partners bring ideas to life from concept to finished product. Its in-house laboratory and GMP standards sit behind everything, ensuring each formula goes through careful testing before reaching anyone’s skin. With this mix of clinical know-how and an easygoing, everyday touch, Equalan makes dermocosmetic routines feel far less daunting and far more doable. 

For Singapore, it opens up a great chance to welcome a proven pharma-backed brand or, for anyone dreaming of starting their own beauty line, to work with experts who can design a full range from scratch.

Ava Cosmetics Laboratory - Poland’s Longest-Running Beauty Innovators

Ava Cosmetics Laboratory has been mixing, testing and dreaming up skincare for more than sixty years, making it one of the oldest privately held beauty companies in Poland. What started as a science-led passion project has grown into a brand known for trying things before anyone else thought to. 

They’ve introduced plenty of fresh concepts to the skincare world over the years – including a microneedling-inspired product long before the Korean beauty wave turned it into a global trend. They also have their hero Red Wine Care collection, known to showcase the wonders of red wine grapes well before their European counterparts.

Their interest in natural formulas runs deep, too. Back in 2008, when “clean beauty” wasn’t yet a headline, Ava launched Poland’s first ECOCERT-certified natural and organic line. That early leap set the tone for the way they create today, with the company involved in sustainability programmes and industry initiatives that look at better ways of producing and packaging skincare.

Ava now has more than 400 products across daily care, organic lines, dermocosmetics for specific concerns, professional salon formulas and an expanding men’s section. The brand keeps its pricing friendly, its ingredients thoughtful, and its formulas steady and reliable. It also helps other companies build their own ranges through private label work, making Ava a trusted behind-the-scenes partner for brands wanting research-backed skincare.

You’ll now find Ava in nearly 40 markets, helped along by regular appearances at industry events such as Cosmoprof Bologna, Cosmoprof Hong Kong and Beautyworld Middle East. With shelves across the USA, Colombia, the Middle East and Southeast Asia carrying their products, Ava continues to show how a long-standing Polish company can stay curious, forward-thinking and wonderfully good at skincare.

Bell Cosmetics – Colour, Playfulness and Everyday Makeup from Poland

Bell Cosmetics has been around for more than forty years, and its focus has always been the same – fun, easy makeup. The brand produces an impressive amount each year, with more than 94 million products made in 2024, and most of the work happens on a single site. 

Formulas, shades and packaging are all handled there, with almost 90 per cent of the packaging made in-house. They even have a few machines that originally came from Singapore, which felt like a sweet full-circle moment during our visit.

Their private label work is a big part of what they do, helping other brands create makeup from scratch with playful pigments and accessible textures. 

At the same time, Bell continues to build its own ranges – from the bright, youthful colour line to HYPOAllergenic and Professional collections geared towards comfort, sensitivity and everyday wear. The overall vibe is simple: makeup that’s affordable, cheerful and great for anyone who loves a good pop of colour without the fuss.

Bell’s reach now extends to more than 66 countries, thanks in part to creator collaborations with names like Red Lipstick Monster and Genzie, who help bring the brand’s personality to new audiences. With its mix of lively shades, approachable pricing and a steady stream of new launches, Bell remains a brand for young makeup fans, long-time beauty lovers and anyone who enjoys a bit of colour in their routine.

From Warsaw to Singapore - Polish Beauty’s Global Moment

Across the makeup counters of Singapore, you may already recognise names such as INGLOT, Ziaja, La Rive, Bielenda, Biogened and Delia Cosmetics. These brands represent only the opening chapter of Poland’s cosmetics story. The Polish sector is ranked fifth in the European Union by market value, ninth globally for exports and grew to a value of over €5.1 billion in 2023 alone. 

With this kind of scale and momentum, it’s clear that more Polish beauty labels are likely to venture into Asian markets, bringing their technical prowess, heritage and innovation into fresh territory. Behind the global push of Poland’s beauty brands is PAIH (Polish Investment and Trade Agency), which helps local companies find overseas growth through trade promotion, market-entry support and strategic partnerships. One of their key programmes is the “Poland. Business Forward.” campaign, run under the SME Internationalisation – Brand HUB initiative. If you are interested in what Poland's beauty sector has to offer or are looking to represent brands in the region, reach out at [email protected] or via the contact form here. 

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