The history of Miraculum dates back to 1924, when Leon Mirror has revolutionized the Polish cosmetics market. He did it not only thanks to his products, but also thanks to an innovative approach to advertising. The stars of the time, including Hanka Ordonów, advertised cosmetics and perfumes with a smile, which helped Miraculum to become a leader in the industry.
In the 1930s, the company's products were a symbol of luxury. According to “Puls Biznesu”, PLN 72 had to be paid for the packaging of the Miraculum cream, which was half a monthly salary of an average official. Soaps and toothpastes, as well as depilatory creams, deodorants and powders hit the market from the factory in Krakow. For the last product at the World Exhibition in Paris in 1931, the company even received a gold medal.
Miraculum was selling perfume luxury. Suddenly the plans collapsed
The company's most famous products – Mrs. Walewska and Cologne Water Brutal – are still icons of the Polish cosmetics market. What's more, some of them can be found again on the shelves of drugstores and and online stores. They have their loyal fans and completely new admirers.
In the 70s, Miraculum products were also a symbol of luxury, and the company was preparing to expand the production plant. When a decade later came the crisis, the investor was first sought in the West, and then, in 1986, the government of the Polish People's Republic signed a preliminary agreement from the USSR, which was to receive 40 percent. shares. The Polish company intended to join forces with Soviet enterprises and in 1989 to start production on a massive scale.
Mrs. Walewska perfumes were created in 1971.
|
Monkpress / East News
However, the period of political transformation after the collapse of the USSR and the competition from foreign brands, which entered the domestic market, meant that the company began to lose its importance. According to Gazeta Wyborcza, after privatization in the 1990s, Miraculum changed the owners several times, and each of them faced financial difficulties and management problems. The company tried to help the Kolastyna group and the Rubicon Partners fund, but without success. In 2009, Miraculum declared bankruptcy with 79 million debts.
- Do you remember how business was born in the PRL? Bystrzak will definitely win 11/15
The situation was to be changed only on the appearance on the horizon of Marek Kamoli, a millionaire and one of the largest shareholders of Benefit Systems. A businessman born in 1979 bought 42 percent Miraculum shares and took radical steps to save the company. He released the management board and personally took control, explaining his decision with a dramatic drop in export sales and problems with fluidity management and warehouse.
Will the millionaire save the PRL icon? The first effects can already be seen
The effects of his actions are already visible, although far from spectacular. In the first quarter of 2025, Miraculum recorded a 17 % increase in sales, which translated into revenues of PLN 15 million and PLN 500,000. zloty. However, this is still not enough to talk about financial stability.
- One of the coral brothers is dead. It was he who helped the remaining empire
Mrs. Walewska and Wars still remain the flagship products of the brand, but the company wants to expand the offer. Now, young customers who loved the vintage style have also become her target. They are addressed to them, among others Chopin's perfume and leader, or a cheaper series, perhaps …, which can also be associated with older clients. New products are to appear on the market this year, and the faces of subsequent brands are, among others Natalia Kukulska and Maja Hyży.
Despite the ambitious plans and investments, Marek Kamoli, the future of Miraculum remains uncertain. According to Gazeta Wyborcza, the company is struggling with the problem of lack of regular and repetitive sales, which hinders to achieve lasting profitability. Kamola, however, believes that the brand has potential to regain its former market position, especially thanks to its iconic products and the growing interest in retro cosmetics.
