How Zalando is redefining online beauty across Europe

Zalando continues to accelerate growth in its Beauty proposition by expanding its assortment, entering new markets, and enriching the customer experience with inspirational content and innovative features. We spoke with Virginie Duigou, Head of Beauty Buying, to explore how Beauty is becoming a core part of Zalando’s lifestyle offering, how technology and content are transforming the way people shop for Beauty products, and what customers can expect next.

Virginie, the Beauty proposition is growing fast on Zalando. What is driving this success?

Beauty on Zalando is having a real moment, and one of the biggest reasons is that it reflects how customers think and shop today. Customers are not shopping by category. They are looking to build complete looks and routines, across fashion, sports, wellness, beauty and beyond. They are thinking about how they want to feel and the mood they want to express. And they want it all to come together in one place. Beauty plays a big role in that. It is uplifting. It is expressive. It helps people feel good and confident. Whether someone is choosing a fragrance that becomes part of their everyday routine or a bold lipstick to elevate a going out look, we are part of those personal moments. And that fits perfectly within our lifestyle vision.

We also see this clearly in the data: 76 % of our customers shop across multiple propositions. They might be buying trainers and a serum one day, or a dress and a mascara the next. We support this way of integrated shopping with features like Mix and Match, which offers expert suggestions while browsing. So when a customer looks at a moisturiser, we might recommend the serum that pairs well with it, or a matching shampoo when they are shopping for conditioner.

Boards are another new favourite. These are visually arranged collections of products curated by Zalando and a network of inspiring creators. They help our customers explore looks, routines or moods, whether it is a glowy minimalist edit, a bold festival look or everyday essentials. We are also now piloting customer-created Boards across all our markets, so people can save and shape their own collections. It adds a more personal layer, and the early feedback has been really encouraging. 

And of course, a strong assortment is essential. We are proud of the brands we offer, from cult favourites and premium icons to local heroes and trend-driven newcomers. But what really sets us apart is how we bring it all together. With content, features and tools that reflect how people actually shop, we make Beauty feel more integrated, more inspiring, and ultimately more confidence-boosting.

Inspiration and experience seem to be central to your approach. What does that look like in practice?

Another example is Stories on Zalando, a visual content format that lets customers explore trends and tips in an easy, editorial, snackable style. Get the Look shows full outfits styled by influencers, including complementary Beauty products. What makes it special is how relatable it feels. Instead of polished editorial images or heavily retouched top models, we feature real people in real-life settings, representing different skin tones, body types and personal styles. It helps customers imagine how something might look or work for them. Trend Spotter highlights what is gaining popularity in real time in European cities, from skincare ingredients to lip colours, alongside fashion items, helping customers discover what is trending right now.

And we see that these formats are really working. Our live streaming events, where experts share tips and answer questions in real time, increase engagement with Beauty products by 25 %. Content-led discovery features such as Stories, Get the Look and Trend Spotter also lead to longer browsing sessions and more repeat visits.

With Zalando’s Beauty offering recently expanding into Finland and Norway, and soon in Spain, how will these new markets influence the overall Beauty proposition?

Every new market gives us the chance to listen and adapt. Beauty is incredibly personal and local. A favourite fragrance or a certain shade in Helsinki might not be the same as in Madrid. That is the beauty of it: we get to learn from our customers and refine the assortment for their needs.

At the same time, we stay consistent in what we aim to deliver: quality, relevance and inspiration. With Spain launching soon, Zalando offers Beauty in 14 countries. That scale helps us deepen our local relationships while building towards our ambition of becoming the leading online Beauty destination across Europe.

How do beauty brands benefit from partnering with Zalando?

We are a strong partner for beauty brands that want to scale across Europe. Whether it is a premium skincare label, a viral makeup brand or a heritage haircare house, Zalando can support that growth in a way that is tailored, strategic and creative.
We work closely with partners to empower them from day one, helping them understand our customers and how to show up in the right way to meet their needs.

Depending on the partners’ goals, we offer marketing support through Zalando Partner Marketing Services. This can range from sponsored placements to full-funnel brand campaigns that connect Beauty to culture and lifestyle. What makes it especially powerful is our ability to localise storytelling for different markets and to turn insights into real creative impact. It is about showing up in a way that feels relevant, premium and true to the brand.

You have recently added brands like OLEHENRIKSEN, Drunk Elephant, Laura Mercier and Olaplex. What does this mean for Zalando’s Beauty offering?

These are fantastic additions to our selection. They are brands with strong reputations and loyal communities, and they offer the kind of quality and credibility that customers are looking for.

We always aim for a thoughtful balance in our assortment. Iconic names like Laura Mercier, science-led innovation like Olaplex, fresh energy from brands like OLEHENRIKSEN and Drunk Elephant, and cool, niche fragrance launches like Juliette Has a Gun and Henrik Vibskov. They all serve different needs but fit beautifully together. It is about creating a Beauty space across different price points and categories that feels curated and never overwhelming.

We also recently added Kiehl’s, which has been especially popular with our male customers. It is a trusted brand with a strong heritage and straightforward skincare that resonates with a broad audience. That kind of diversity in our offer is key to helping everyone feel they can find something that works for them.

How are you making use of technology to help customers when shopping online for Beauty?

Technology plays a big part in making the Beauty experience more seamless and confidence-boosting. We use artificial intelligence to improve product recommendations and make browsing and search more intuitive. It helps us show customers the right products at the right time, in a way that feels personal and easy.

To help bring products to life, we are exploring ways to enhance visuals using AI. That includes experimenting with formats that feel more dynamic and informative than a simple white background. For a small but growing number of products, we also offer 360-degree views, so customers can take a closer look at every angle.

We are also exploring Virtual Try On, using augmented reality to help customers see how makeup products like foundation or eye shadow might look on them. It’s important that it appears naturally while browsing, as part of the inspiration journey, rather than being buried in a product page or presented as something separate.

What is next for Zalando Beauty?

Our ambition is to become the most inspirational and convenient destination for Beauty online. That means expanding our assortment even further, strengthening our brand partnerships, and introducing new features that enhance discovery and enjoyment.
We want to continue building a destination where Beauty is not just about a product, but about how it makes you feel, how it fits into your look, and how easily you can find what works for you. We are creating a Beauty journey that is connected, personal, and uplifting. As we continue to grow, our focus remains on helping customers feel more confident, more inspired and more at home in their own style.