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Zalando presents the 2025 Beauty in Brief report – unpacking the hottest beauty trends for summer and beyond

May 26, 2025
Fashion
Beauty shot of a black woman with braids
  • Zalando releases its first ever data-led beauty report identifying wider consumer shifts, the cultural patterns shaping them and how they’re inspiring this year’s micro trends.
  • The Beauty in Brief report highlights ‘balance’ as the leading theme, with beauty routines shifting toward restorative practices that support well-being and authentic self-expression.
  • Combining insights from its Trend Spotter with extensive cultural research and in-house expert knowledge, Zalando unpacks nine emerging beauty trends, including Nervous System Regulation. This key trend is supported by data showing a 700% increase in 'calming skincare' searches on the platform over the past six months.

Berlin 26 May 2025 // Today Zalando launches the 2025 Beauty in Brief report, a new report showcasing emerging trends changing the face of beauty this summer and beyond. Using data-driven insights from Zalando’s Trend Spotter combined with comprehensive cultural research and the knowledge of its in-house experts, the Beauty in Brief report presents nine core emerging trends including Nervous System Regulation, Lazy Routines, Sweat-Compatible Systems for Menopause and 90s Minimalism.

Person during beauty routine; long wet hair, white towel round their shoulders, spraying product onto wrist

The micro trends predicted to inspire customers this year are influenced by wider cultural shifts including the collective desire for a calmer and more balanced life. The report reveals how digital fatigue and increasing stress is changing the role of beauty today.

While those needing an antidote to overstimulation are seeking beauty products that support Nervous System Regulation, people with packed-out summer schedules will be finding more ways to cut corners with Lazy Routines.

Makeup is also becoming more functional for many consumers as they seek Life-Proof Formulas. And as women become increasingly more open about needing Sweat-Compatible Systems for Menopause – especially during summer – many are looking for products that can hold up during hot flushes.

Black woman during beauty routine; wearing only a pink bra, applying product to their face and smiling

With nostalgic trends continuing to resurge in culture, retro beauty regimens continue to rise too – with 90s Minimalism makeup offering a sense of comfort and control. Bedtime Biohacking Routines are also booming, with many creating Beauty Sleep rituals that optimise their natural recovery at night.

From stress-relieving products to biohacked skincare and effortless beauty routines, the beauty industry is converging with wellness in new ways. In 2025, beauty is no longer just about aesthetics – it’s about creating balance.

Virginie Duigou smiling at the camera

Virginie Duigou, Head of Beauty Buying at Zalando says, “2025 is proving an exciting year for beauty as we see more products and innovative ingredients enter the market to support much deeper needs. By blending inspiration, entertainment and commerce on Zalando, our ambition is to transform how customers engage with beauty. Understanding key cultural patterns is absolutely critical to this, and that’s where our Beauty in Brief report comes in – revealing the biggest emerging trends driving buying habits today and indicating what’s in store to create a calmer and more confident tomorrow.”

Zalando’s 2025 Beauty in Brief report analyses key search data underpinning the emerging trends featured in tandem with using the Zalando Trend Spotter – a feature gathering insights from Zalando’s 50+ million customers across Europe. These insights combined with thorough social trend analysis and cultural research conducted by Zalando’s experts provide the basis for this report.

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To learn more about key current and upcoming trends, download the Zalando 2025 Beauty in Brief report here:

2025 Beauty in Brief report (pdf, 12.9 MB)Download

Beauty on Zalando

Launched in 2018, Zalando’s Beauty proposition covers a wide range of price points, blending popular, on-trend brands such as Sol de Janeiro, The Ordinary and Beauty of Joseon, with luxury and premium options such as Armani, Sunday Riley and Dyson. As part of the Group Strategy launched last year, Zalando’s ambition is to further boost its lifestyle expansion and become a unified, pan-European destination that offers a high-quality assortment, convenience, tailored experiences and seamless navigation across fashion, beauty, and lifestyle products – all in one place.

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About Zalando

Founded in Berlin in 2008, Zalando is the leading European technology platform for fashion and lifestyle. Connecting 62 million active customers with more than 7,000 brands across 29 markets, our business is built on a unique AI-powered data and infrastructure platform. For our customers, our multi-app approach - comprising Zalando, ABOUT YOU, and Lounge by Zalando - delivers an inspiring, highly personalized shopping experience, serving different customers with different needs. For our partners, we are building the operating system for e-commerce. Through ZEOS, Tradebyte, and SCAYLE, we open our logistics, software, and service capabilities to brands and retailers, enabling them to seamlessly scale their businesses across borders.
For further information, please visit: corporate.zalando.com/en