Polski
Beauty Business News: Poland Grows Faster Than Europe, L'Oréal Overtakes LVMH, and Walmart Faces a Reckoning Over Counterfeits
This week in the beauty industry brings three stories that, together, paint an interesting picture: the Polish cosmetics market is accelerating faster than the whole EU, cosmetics stocks in Paris are beating luxury for the first time in a decade, and in the US a court is paving the way for a landmark reckoning with a platform selling counterfeits. Let's take a look at what's happening.
01 · Market & Exports
Poland accelerates – €6.4 billion and 8th place in global exports
The latest report, "Kosmetyczna Polska 2026," prepared by Polski Związek Przemysłu Kosmetycznego together with Fundacja WiseEuropa, offers plenty of numbers worth bragging about [1]. The value of the Polish cosmetics market grew by 9.3% year-on-year in 2025, reaching €6.4 billion. That's the second-highest growth rate in the entire European Union – for comparison, the EU average stood at 4.8%, meaning Poland grew at practically twice the pace of the rest of the bloc [1].
The second part of the report sounds even more impressive: Poland climbed to 8th place among the world's largest cosmetics exporters, with a 4.3% share of global exports in the category [1]. That confirms what many Beauty Days exhibitors have felt firsthand for several years now – Polish brands and contract manufacturers are no longer just an "interesting local addition," but a genuine export force that Western markets have to reckon with.
02 · Stock Market & Valuations
L'Oréal overtakes LVMH – cosmetics beat luxury on the stock market
Speaking of market strength – on September 15, 2026, something happened that we haven't seen in nearly a decade. L'Oréal's market capitalization, valued at around €203 billion, surpassed luxury goods giant LVMH (around €201 billion), and the French crown of "most valuable listed company" went to a firm outside the luxury segment for the first time since 2017 [2].
The difference in the two companies' performance this year is enormous: L'Oréal shares gained around 5%, while LVMH lost as much as 35% of its value – driven mainly by weaker luxury goods sales in China [2]. For the industry, this is a signal that in uncertain times, investors are betting on mass-market and premium cosmetics as a more stable business than classic luxury. This trend nicely illustrates what the "Kosmetyczna Polska 2026" report describes – the cosmetics segment is proving to be one of the most resilient to economic swings today.
03 · Law & Counterfeits
Estée Lauder vs. Walmart – the counterfeit dispute continues
The third story takes us onto tough legal ground. A federal judge in California denied Walmart's motion to dismiss Estée Lauder's lawsuit, allowing the company to expand its claims far beyond the originally verified 17 counterfeit products from the Estée Lauder, La Mer, Clinique, Le Labo, Aveda, and Tom Ford brands, sold by third-party sellers on Walmart.com [3].
The key lies in how Estée Lauder is framing its argument: the company claims Walmart wasn't just a passive platform, but actively promoted these counterfeits and used the brands' trademarks in SEO tools, profiting directly from it [3]. If the court accepts this interpretation, the case could set a precedent for marketplace liability over what happens on their platforms – a topic that should concern every beauty brand selling through third-party channels, including in Poland.
Summary
Summary
Three news items, one conclusion: the beauty industry is growing and gaining significance – economically, financially, and legally – faster than other sectors, but the pressure to effectively protect that value is also growing, from exports to the fight against counterfeits. We'll find out how Polish companies are navigating this game at the Beauty Days – Branżowe Targi Kosmetyczne trade fair. Stay tuned for the next installments of our industry roundup – and see you at the show!
Invitation
The Polish cosmetics market is growing faster than the rest of Europe, and the global race to protect brand value and fight counterfeits is only just heating up. Come to Beauty Days – Branżowe Targi Kosmetyczne to meet in person the companies building Poland's export strength and see how they're tackling the challenges of the market, the law, and competition. Book your spot now!
Beauty Days 2026Footnotes
[1] PrzemysłKosmetyczny.pl — https://przemyslkosmetyczny.pl/artykul/polski-rynek-kosmetyczny-6-4-mld-euro-raport-2026/[2] Jing Daily — https://jingdaily.com/intels/2026-09/16/l-oreal-overtakes-lvmh-as-france-s-most-valuable-firm
[3] Law360 — https://www.law360.com/retail/articles/2524471