The Growing Market for Natural Cosmetics in Poland: Consumer Preferences and Industry Trends.

Significant changes in consumer attitudes toward the cosmetics market (after the COVID-19 pandemic outbreak) have been observed. From the manufacturers' perspective, it is advised to closely follow market trends and adapt to consumers' changing preferences and requirements. An adequate solution is to popularise and develop the segment of natural cosmetics using various forms of promotion and distribution of products. Further research is recommended to confirm the results regarding the significance of the fast-growing natural cosmetics market in Poland and other countries.