More than half (51%) of consumers in Poland believe health and physical fitness will have the greatest influence on how beauty is understood in the next five years, according to a new study by Polish health and beauty platform DOZ.pl.
According to the platform’s ‘Beauty Begins with Health’ report, mental health (43%) was also strongly associated with beauty, as were healthy eating (42%), adequate sleep (35%) and preventative care (32%).
By contrast, plastic surgery was cited by only 6% of respondents, with 9% citing medical treatments.
Health expectations
“We’re observing how the needs and expectations of our users are changing,” commented Katarzyna Majcher, head of commercial at DOZ.pl. “That’s why we decided to ask Poles not only about how they care for themselves today, but also how they envision the future of health and beauty.”
The findings indicate a shift in how Polish consumers approach self-care, with healthy habits increasingly viewed as the foundation of appearance. Among the activities respondents said they had undertaken since the beginning of 2026, healthy eating was the most common (36%), followed by ensuring sufficient sleep (31%), caring for mental health (29%), maintaining a neat appearance (29%) and taking preventative measures (28%).
Day-to-day health
“More and more people are asking not only about treatment, but above all, how to effectively care for their health on a daily basis,” added says Dr. Michał Domaszewski, president of Health Ambassadors.
“More and more people understand that good fitness, healthy sleep, proper nutrition, and preventative care are not just a supplement to an attractive appearance, but its foundation. This is a very good direction, because health is built primarily through daily habits, not one-time actions.”
Other findings from the study include that residents of Poland’s largest cities reported undertaking more health-promoting activities on average than those living in rural areas.
In addition, few respondents have positive expectations for the role of artificial intelligence in the future of beauty and self-care – just 4% of respondents said that AI-assisted product selection was one of the most important factors shaping the category, while 2% cited technologies enabling virtual testing of cosmetics.
The survey was conducted in July 2026 among a representative sample of 1,027 Polish adults. Read more here.
