Internationalisation of the Polish cosmetics industry: Utilizing six‑digit customs codes to identify markets with the highest potential

Abstrakt

The internationalisation of the Polish cosmetics industry is a dynamic process that plays a crucial role in the growth and competitiveness of the sector in foreign markets. This article examines the key factors influencing the expansion of Polish cosmetics companies beyond national borders, including market entry strategies, regulatory barriers, and the importance of innovation and marketing. Special attention is given to the role of product quality, brand recognition, and adaptation to local consumer preferences. The aim of this paper is to verify whether Polish entrepreneurs in the cosmetics industry are targeting markets with the highest purchasing potential and to demonstrate how six‑digit customs codes can be used to analyse international markets. Additionally, the article discusses the impact of global trends, such as sustainability and digitalisation, on the internationalisation strategies of Polish enterprises. The analysis results indicate that an organisation’s success depends on skilfully combining traditional values with modern business strategies and effectively utilizing available export support instruments.