BARWA COSMETICS can be an example that respect for tradition and nature can be transformed into business success. Over the course of 75 years, it has developed in terms of portfolio and technology. Constantly investing in innovative machines and expanding its export strategy, Barwa is not only a Polish brand with vast experience, but is also becoming an increasingly strong player in the international beauty market.
Natalia Czyrny, Marketing Director of Barwa Cosmetics, assures, however, that the company is only just entering its golden age, understood as both the centenary of its existence and the most promising business period.
Multi-channel sales are key to success
One of the pillars of the brand's development in recent years has been the expansion of sales to as many distribution channels as possible. Barwa is constantly looking for new ones, while optimizing the old ones and continuing its fruitful strategy, thanks to which we can see significant sales growth.
"Our portfolio is very broad and thanks to this we are able to adjust our offer to each channel and respond to the diverse needs of consumers. For decades, the basis of our activity was the traditional channel and it is one of the key areas of distribution to this day. For several years, the brand has also been very intensively developing sales in the modern channel. Barwa products are available in almost all chains, drugstore chains and discount stores in Poland. The offer is also directed to pharmacies." – says Natalia Czyrny, Marketing Director of Barwa Cosmetics.
Barwa cosmetics are available in brick-and-mortar stores, including Rossmann, Hebe, Drogerie Natura, Kaufland, Stokrotka and DM, as well as in the most popular online stores and drugstores, such as superpharm.pl, makeup.pl, ezebra.pl and one of the favorite stores of the hair maniac community – napieknewlosy.pl. The brand also has its own online store – sklep.barwa.com.pl.
Clear year-on-year growth in individual sales channels
"Export activities in Q1 2024 alone resulted in a 21.5% increase in quantitative sales in this channel compared to Q1 2023, and compared to 2019, export sales were doubled. In 2024, we are focusing a lot of attention on the development of e-commerce, acquiring new partners for cooperation in this area. The Barwy online store alone achieved over 23% increase in quantitative sales 2023 vs. 2022, and comparing Q1 2024 to Q1 2023 – 14% increase and Q1 2024 to Q1 2022 – as much as 42% increase in sales. This year, we also launched the official Barwy store on Allegro. Sales on marketplaces are another step in the development of our brand." – he adds.
The beginnings of Barwa date back to 1949. At that time, the main profile of the business was based on the production of shoe polish, lighter fluid and tailor's chalk. Although the brand is currently best known for the production of high-quality soaps and hair care products, over 75 years it has developed a very wide portfolio of various products – through hair, body and face care to interior cosmetics. Thanks to their high quality and effectiveness, all of them have won the hearts of consumers. But which of them are bought most often?
"We achieved the greatest increase in sales in the hair products category," replies Natalia Czyrny. "2023 vs. 2021 is a 55% increase in volume sales, and in chains alone it is a 115% increase. Taking into account other channels, the year-on-year increase in export sales of hair products is as much as 71.36%, and in our online store almost a 60% increase."
This is a huge success for a Polish company whose products and their formulations fit perfectly into the unwavering trend of conscious hair care. Long-standing and loyal consumers have great trust in the brand, and new ones choose it for a reason.
"We observe constant, dynamic development of this category in our portfolio. Customers appreciate our products for their very good price-quality ratio, simple compositions and high content of natural ingredients. Additionally, the unique, unrepeatable design of our hair products perfectly distinguishes them on store shelves. It is worth emphasizing,
that for some international retail chains we create exclusive hair care lines, and their sales increase year-on-year (depending on the series) by up to 97%", explains Ms. Natalia.
The brand is constantly diversifying its portfolio with new products that respond not only to trends, but also to the real needs of consumers. The phenomenon is that Barwa still offers products that have been available for many decades and that have been loved by generations, such as the Barwa Siarkowa line, intended for problematic and acne-prone skin, as well as Mydło Powszechne
and Ania Antistatic Fluid – one of the most universal products on the Polish cosmetics market.
"Interestingly, we record the greatest sales growth in lines and products that have been in our offer for years. This is the result of consistent marketing activities, a coherent pricing policy and managing the product portfolio in such a way that it constantly responds to the needs of consumers who are changing. Each new generation often manifests its distinctiveness by rejecting the habits, products and brands of the previous generation. It imposes a new lifestyle on the market and looks for products and brands that match it.
A great example is the Barwa Siarkowa line, which underwent a metamorphosis in 2023 in terms of both ingredients and packaging design. The line's formulas have been adapted to modern consumer requirements. The relaunch is supported by a loud and revolutionary campaign that aims to completely change society's perception of acne as a problem.
Expansion into foreign markets
A native Polish brand, it wants to show other countries that Polish quality is very high quality. In 2013, Barwa Cosmetics began intensive expansion into foreign markets. Already in the first months of export activity, cosmetics appeared not only in Europe, but also in the Middle East, and in the next decade in other countries.
"In 2023, our export sales increased by as much as 48% y/y. We already sell our products to 31 countries around the world, and last year alone we established cooperation with countries such as Bosnia and Herzegovina, Croatia, Yemen, Cyprus, Denmark, Kyrgyzstan and Hong Kong. Wherever we deliver our products, we are known for our high quality, punctuality and flexibility. Customers buy both products already existing on the Polish market, as well as those dedicated exclusively to the export market, and many of our formulations are adapted to the needs of customers from other continents, by modifying fragrance compositions, active ingredients or packaging. The product range is wide and includes about 300 SKUs in various categories – liquid and bar soaps, hair and body care, anti-acne products, intimate hygiene, children's care and interior cosmetics. Thanks to this, we are able to respond to the needs of customers in a very comprehensive way and adapt the offer depending on the given market." – says Natalia Czyrny.
In order to fully develop its wings in every area in the future, Barwa deeply believes that the basis is modernization and maximum improvement of the production process. Development and investment plans also strongly focus on expanding sales to new countries and distribution channels.
"We have one of the most modern machinery parks in Poland, but we do not stop and we are constantly modernizing our production lines and improving them with new solutions to improve the entire production process. The use of artificial intelligence in operations is not only the future, but also the current reality. Such technologies will allow us to improve efficiency, minimize costs and increase the quality of products, and will also support us at every stage of product creation. Automation is inevitable, which will become common over the years, so we are examining the market for EU funding, which in the unstable geopolitical environment would certainly be a great support for us and accelerate this process. We are investing in the development of our laboratory, high-bay warehouse, we are developing trade and marketing. When it comes to the directions of export development, the countries of the Persian Gulf are important to us. Additionally, we plan to focus on the countries of Central Asia and Southeast Asia." – summarizes the marketing director of Barwa Cosmetics.
