Women on TikTok are reshaping the wellbeing narrative — shifting from pressure to presence, from perfection to connection. Communities now form around emotions, not labels, and softcare is moving from self-optimisation to selfconnection.
What it means Women engage with content that feels honest, empathetic and emotionally fluent.
Total video views in PL for this topic grew 1 +25% in 2025
Top hashtags
#mentalhealthmatters
#feminineenergy
#softlife
Conscious Body & Longevity Awareness
Health content is shifting from aesthetics to everyday longevity. Hormones, gut health and sleep occupy a central place in women’s routines.
What it means
Women treat their bodies as partners — not projects.
Total video views in PL for this topic grew 1 +31% in 2025
Top hashtags
#zdrowiekobiet
#zdrowejelita
#guthealth
Work as You Are
The new female economy is guided by autonomy rather than hustle. Work adapts to women’s lives, not the other way around.
Total video views in PL for this topic grew 1 +33% in 2025
Top hashtags
#worklife
#pracazdalna
#sidehustle
#moneymindset
What it means
Lifelong Learning & Micro-Learning
Women on TikTok in Poland are one of the most curious and self-driven groups. Learning becomes a daily habit — fast, accessible, purposeful.
Flexibility, financial confidence and self-authorship drive behaviour. What it means
Content that teaches something quickly performs exceptionally well.
Total video views in PL for this topic grew 1 +16% in 2025
Top hashtags
#booktok
#ciekawostki
#learnontiktok
#womeninstem
#womeninscience
The Female Collective
Female communities on TikTok are deeply engaged, su%ortive and culturally powerful. Women come together around safety, belonging and shared emotional truth.
What it means
Collective identity drives culture more than individual aspiration.
Total video views in PL for this topic grew 1 +9% in 2025 Top hashtags
#girlhood
#safeplace
#kobietykobietom
Who Are Women on TikTok in Poland?
They shape culture rather than simply consume it.
Early adopters & innovation-positive
+6%
more tech-confident +4%
+6%
more likely to follow tech trends
+5%
more likely to try new things first
Influence-responsive & action-driven
more likely to buy brands they see advertised
+4%
more likely to feel represented in ads
+3–4%
higher impact of social
What This Means for Brands
One-size-fits-all → onestory-at-a-time
Nuanced, story-driven narratives outperform generic female targeting. Show up with empathy & understanding Women expect brands to read the emotional room. Reflect real life, not perfection
Authenticity and co-created storytelling win trust — and attention.
