The beauty industry in Poland – how are market changes affecting recruitment?

The beauty industry in Poland is not slowing down, with more and more domestic brands gaining recognition on international markets, while at the same time many smaller companies are trying their hand at the domestic market. Every day, I observe the dynamic development of both foreign sales and the domestic cosmetics sector. To meet the growing needs of this market, at Antal we have created a sector dedicated to the Beauty, Cosmetics & Wellness industry, for which I am responsible. This raises the question: how does the evolution of the market affect recruitment processes and what skills are currently most in demand?  

Specialists in international expansion wanted  

Polish brands are increasingly venturing beyond the country's borders, with Asia and the Middle East being among the most attractive export destinations. There is a growing demand for experts who are familiar with local regulations, export strategies, and B2B sales mechanisms in new markets. Candidates with experience in international sales, trade negotiations, or building distribution networks in Asia and the Middle East are becoming extremely valuable employees.  

Boom in e-commerce and digital marketing  

The growing importance of e-commerce means that companies are seeking specialists in digital marketing, performance marketing, and content marketing. The ability to create engaging campaigns, manage social media, and collaborate with influencers, who have taken over a significant portion of advertising budgets from celebrities, plays a key role. Beauty brands are looking for creative people who understand social media trends and can engage audiences (TikTok and Instagram specialists). Skills in analyzing advertising campaigns and optimizing budgets on Meta Ads and Google Ads are also useful.  

Why is it worth investing in branding and NPD experts?  

Currently, companies are competing to introduce innovative, unique products to stand out from the competition and attract loyal customers. It is becoming crucial to hire experts such as Brand Managers or Product Marketing Specialists (NPD – New Product Development). Cosmetic brands, both premium and mass market, are increasingly looking for specialists who combine creativity, analytical thinking, and knowledge of market trends. In an era of fierce competition, it is they who drive innovation, care for the brand's image, and ensure effective product launches, which ultimately translates into increased sales and customer loyalty.  

Retail sales - the key role of staff in perfumeries and drugstores

Despite the dynamic growth of e-commerce, traditional sales in perfumeries and drugstores remain extremely important. Customers appreciate the opportunity to test products and receive professional advice. As a result, competent staff in brick-and-mortar stores play a crucial role in shaping the shopping experience and fostering customer loyalty.

Cosmetics companies are intensifying their investments in research and development 

R&D Investments are crucial to maintaining competitiveness and offering modern, effective products, which increases the demand for research and development experts. Chemists, biotechnologists, cosmetic formulation specialists, and experts in compliance and industry regulations are in high demand.  

In summary, recruitment in the beauty industry in 2025 is a challenge that requires knowledge of market trends and the ability to adapt search strategies to the evolving needs of companies. Specialists in international expansion, digital marketing, e-commerce, branding, NPD, and research and regulatory experts are in demand. Dynamic legislative changes and the need to stand out from the competition mean that the job market in the beauty sector will be even more demanding, but also full of opportunities. Cosmetics companies must not only attract talent, but also retain employees in an industry where competition for the best candidates is growing.