Cosmetics Business Forum 2025
TIME FOR BEAUTY, TIME FOR CHANGE
October 16, 2025, Warsaw
8:00 – 9:00 AM REGISTRATION
9:00 – 9:15 AM Welcome
9:15 – 9:30 AM The Beauty Market 2025 Under the Microscope. Buyers and Skincare Trends
Speakers:
- Katarzyna Reizer, Client Business Partner, NielsenIQ
- Katarzyna Waszek, Retail Analytics Team Leader, NielsenIQ
9:30 – 10:30 AM DEBATE: Big & Beautiful Retail. Future Drivers of Growth for the Cosmetics Market in Poland and Worldwide
- Trends that are changing the market. The cosmetics sector under pressure from consumers and their expectations
- Demographics and migration: how they are changing the cosmetics market
- AI and its agents: strategies of cosmetics brand manufacturers and retailers in the context of new technology development
- Strategies of cosmetics and retail companies in a world of rapid change and instability
- Business growth and development in times of skyrocketing costs
- Green transformation, greenwashing, and legislative challenges in the cosmetics sector
- Sales channels that are changing the market and consumer behavior
- Beauty AD 2030. Possible scenarios and potential challenges for the drugstore sector
Moderator: Marzena Szulc, managing editor, wiadomoscikosmetyczne.pl
Speakers:
- Olena Kobylchenko, ESG Manager, GS1
- Paulina Makowiecka, Head of Marketing, Abriga
- Agnieszka Mosurek-Zava, EVP / CEO, Douglas Poland & CEE
- Milena Gasperowicz-Burdyńska, Head of Marketing, Avon Cosmetics Polska
- Justyna Żerańska, Dyrektor Generalna, The Polish Union of the Cosmetics, Industry
10:35 – 10:50 AM 1:1 Interview: Brand and Product Personalization – The Answer to the Needs of Clients and Retail Chains
Moderator: Marzena Szulc, managing editor, wiadomoscikosmetyczne.pl
- Paulina Makowiecka, Head of Marketing, Abriga
10:50 – 11:05 AM Douglas Perfumery Presentation
11:05 – 11:20 AM What is the Beauty consumer looking for and how do they buy on Allegro?
- Dagmara Gołek, Group Category Manager Beauty, Allegro
11:20 – 11:50 AM DEBATE: K-beauty, J-beauty – The Evolution of Skincare Trends from Asia
- Quality, ingredient, and technological innovations versus marketing, social media, and the power of opinion. Why have female consumers fallen in love with cosmetics from South Korea?
- Sustainable development, natural ingredients, and growing consumer awareness
- Personalization and AI in K-beauty: How artificial intelligence and data analysis are influencing the development of personalized solutions in Asian skincare
- The response of Polish companies – competition or collaboration in the context of the growing popularity of Asian brands and skincare trends
11:50 – 12:05 PM New Generations, New Trends, New Opportunities for the Cosmetics Sector
12:05 – 1:00 PM DEBATE: The Consumer Led Into Temptation! A Drugstore in a Discount Store, a Discount Store in a Drugstore
- Business models focused on efficiency and flexibility
- Close to the consumer. Formats and channels that best meet customer needs
- From A to Z. How to deliver the greatest value for consumers?
- Product-price-promotion mix – what does value for money look like today in the beauty market?
- Effective development and operational strategies for a highly competitive market
- Can drugstores earn as much from food as discount stores do from cosmetics?
- The deposit-refund system and the cosmetics industry
Moderator: Łukasz Stępniak
Speakers:
- Alina Grencel (Trading Director, Dealz)
1:00 – 2:00 PM LUNCH
2:00 – 3:00 PM DEBATE: Not offline, not e-commerce, but a beauty ecosystem!
- Building consumer-commercial ecosystems in the world of beauty
- Loyalty, personalization, and engagement as the foundations for sales growth
- Apps and super-apps as a key point of contact with the customer
- What drives the growth of the e-commerce market in the beauty industry?
- Cross-border e-commerce – a key element of the development strategy for cosmetics brands
- Payments as a critical element of any commercial ecosystem
- The shopping experience in an environment with multiple points of contact and omnichannel
- Embedded finance – simplifying the purchasing path in apps and e-commerce
Moderator: Marzena Szulc, managing editor, wiadomoscikosmetyczne.pl
Speakers:
- Łukasz Kiełczewski, Director of Logistics and Road Transport for Central-Eastern Europe Region, Logwin
- Soňa Štefanková, Brand Marketing Manager, Notino
- Beata Burchard, Regional Manager E-Commerce, Henkel Consumer Brands Professional
- Agata Jasińska, Menedżerka ds. usług handlowych, Amazon.pl
3:00 – 3:15 PM Focus on the beauty business and nothing else. How a logistics partnership drives sales growth
- Piotr Sprzęczka, Managing Director for Central-Eastern Europe, Logwin
3:15 – 3:30 PM Presentation to be determined
- Representative of Corri
3:30 – 3:45 PM More than just a QR code – with GS1, make your packaging say more
- Representative of GS1
3:45 – 4:00 PM Fireside Chat: The Battle for Shelf Space: Sexual Wellness Products in the Traditional Channel
- Why do buyers clam up when they need to talk about this category?
- Retail chains are silent, brands are screaming – why this disproportion?
- What absolutely must be on the shelf, and what can be omitted?
- An overview of the product range
- How much are you losing when you claim this segment “is not for your clientele”?
Moderator: Agata Grysiak, senior editor, wiadomoscikosmetyczne.pl
Speaker:
- Agata Ptak, Owner, Lula Pink
4:00 – 4:15 PM 1:2 Interview: Cosmetic Packaging in a Circular Economy
Moderator: Agata Grysiak, senior editor, wiadomoscikosmetyczne.pl
Speakers:
- Edyta Kresińska, Management Representative for the Cosmetics Market, FILLSY
- Oskar Rosdahl, Commercial Director, Meadow (Sweden), FILLSY
4:15 – 5:00 PM DEBATE: Natural and Conscious Beauty. Demographics and New Generations are Changing the Beauty Market
- Pro-age skincare and consumer awareness
- Night regeneration and at-home beauty treatments – how they are changing the market
- Longevity and intelligence skincare – how much does quality matter?
- Premiumization: how it drives brand growth
- Dermocosmetics and supplements – they support skincare and… sales continue to grow
Speakers:
- Paulina Kowalska, R&D Laboratory Manager, Awesome Cosmetics
- Alina Korytkowska, Founder, NATURÉA (Natural Face)
5:00 – 6:00 PM Coffee Break
6:00 – 7:30 PM Announcement of the results of the DRUGSTORE OF THE YEAR 2025 competition
7:30 – 10:30 PM COCKTAIL PARTY