Luxury is doing well—at least in Europe. Poland is among the leaders.

Contrary to global forecasts, the European luxury goods market has seen growth, reaching nearly €110 billion in 2024. Poland stands out with a spectacular 24% growth. TikTok is responsible for this "luxury revolution."

Despite the global slowdown in the luxury goods market , Europe is going against the grain. In 2024 , the value of luxury goods on the Old Continent increased by 3% , reaching €110 billion . Against this backdrop, Poland is even more surprising— the country's luxury sector grew by a staggering 24%, significantly exceeding the European average . What's behind this phenomenon? The answer may surprise you: Generation Z, emotional consumption, and… TikTok .

TikTok - a platform setting global trends / Unsplash, Olivier Bergeron

The new luxury consumer no longer buys to impress. They buy to... reward themselves, celebrate everyday life, and express emotions.

"This is the result of several overlapping factors: a revival in tourism, favorable exchange rates, and the growing importance of emotional consumption. European luxury has become more accessible," Rafał Drzewiecki, TikTok's CEO for Central Europe, told Euronews.

The hashtag #selfgifting —meaning buying gifts for yourself—has seen a 110% increase in popularity on TikTok. Did you deserve this promotion? Run for your new Chanel!

Where does shopping begin in the 21st century? TikTok, of course. Consumers don't primarily visit luxury fashion websites , and the world has long forgotten about catalogs. The younger generation thrives on the 9:16 aesthetic, "get ready with me" reels, tutorials, and unboxings.

"Brands like Inglot and Chylak show that a well-told story and authenticity reach an international audience," says Drzewiecki.

Thanks to TikTok, cosmetics from Przemyśl appear on users' screens from São Paulo to Seoul, and people wait in an "internet queue" for Chylak handbags.

Interestingly, success today isn't solely determined by polished campaigns or recognizable faces. Authenticity is playing an increasingly important role. TikTok data shows that 89% of users trust influencers more than traditional advertising, and one in four consumers holds off on making a purchase until they see a product from their favorite creator. In Poland, a staggering 60% of TikTok users admitted to having purchased a product influenced by content .

The #TikTokMadeMeBuyIt trend has already amassed over 18.5 million videos . While it may sound light and funny, it's actually a real-world shopping journey where emotions are the most important driver.

The recent scandal involving videos by Chinese producers allegedly exposing the truth about " Made in Italy " or " Made in France " has shown that the authority and power of social media can just as easily undermine the authenticity of a brand as it can make it gain popularity at an unprecedented rate.

And it is this change, born from social media, a new generation and emotional needs, that has the potential to redefine what luxury means in the 21st century .