By  on December 10, 2010

Twenty years ago, Warsaw’s inhabitantscould catch the bus to the western endof one of the city’s main arteries, AlejeJerozolimskie, and reach fields full of cabbages andpotatoes. Today, the avenue is better known for its shinynew shopping malls. Instead of mud and vegetables, it’s aconsumer district, and on the shelves of the shops insidethe Reduta and Blue City malls are the biggest names ininternational beauty.

The setting is appropriate: In Poland, beauty is a big—and growing—business. The research company MEMRBestimates the value of the market around $2.6 billion ayear, not including direct-sales giants such as Avon orOrifl ame. Euromonitor puts the total market at closer to$4 billion. In 2009, according to MEMRB, the marketgrew 13.1 percent.

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