The recent years brought about major changes in the cosmetic e-commerce market. The largest market players launched their e-stores. With the launch of Hebe’s online health and beauty store in July 2019, all major cosmetic chains on the Polish market became present in the internet channel.
In 2020, a high increase of the cosmetics online sales (total online sales of cosmetics, including dermocosmetics) was influenced by the COVID-19 epidemic, which paralysed the Polish retail trade. Moreover, it should be expected that the coronavirus will prove to be a positive factor supporting the development of online sales of cosmetic products also in the long term. Some consumers may get more accustomed to shopping online and continue to make purchases this way.
The internet distribution of dermocosmetics on the Polish market is carried out by online pharmacies. In January 2021, there were 251 active mail-order pharmacies in the official Pharmacy Register. Nevertheless, according to an analysis conducted by PMR, there were 141 unique (the number from the register also includes the same e-pharmacy assigned to several offline pharmacies) and operating e-pharmacies. In addition, there are also manufacturers’ e-stores e.g. L’Oreal (mydermacenter.pl), Oceanic/L’biotica (estore.oceanic.com.pl), online health and beauty stores and perfumeries (rossmann.pl, hebe.pl, superpharm.pl, notino.pl) or internet portals (e.g. allegro.pl) which also offer dermocosmetics.
The online sales of dermocosmetics have very good prospects, with forecasts showing a double-digit growth rate for this channel in value terms over 2021-2024. In the forecast horizon up to 2026, the positive growth of this channel is expected to slow down slightly, which will result, among others, from the increasing market saturation.