Zalando builds a cross‑category Beauty hub with AI tools, creator Boards and live content as it expands to 14 European markets

Zalando builds a cross‑category Beauty hub with AI tools, creator Boards and live content as it expands to 14 European markets

(IN BRIEF) Zalando is rapidly scaling its Beauty business with curated assortments, creator-led content and AI-powered tools that mirror how customers shop across categories. Seventy-six percent of users already buy from multiple propositions, so features like Mix and Match and creator or customer-built Boards guide them through complete looks and routines. Inspiration formats such as The Insider’s Edit, Stories, Get the Look and Trend Spotter boost engagement—live streams alone lift Beauty interaction by 25%. After launching in Finland and Norway and preparing for Spain, Zalando will offer Beauty in 14 countries, balancing local preferences with a consistent promise of quality and inspiration. Brand partners—from OLEHENRIKSEN and Drunk Elephant to Laura Mercier, Olaplex, Juliette Has a Gun, Henrik Vibskov and Kiehl’s—benefit from tailored marketing and Europe-wide reach. Technology underpins the experience: AI refines recommendations, 360° images enrich visuals, and AR-powered Virtual Try On is in testing. The goal is to build Europe’s most inspirational and convenient Beauty destination where products, content and tools come together to boost confidence and self-expression.

(PRESS RELEASE) BERLIN, 22-Jul-2025 — /EuropaWire/ — Zalando is doubling down on Beauty as a cornerstone of its lifestyle universe, unveiling curated assortments, immersive storytelling and smart, personalised tools that mirror how people actually shop and express themselves today. Rather than thinking in silos, customers want outfits, skincare, sport and wellness to flow together—one mood, one destination. Beauty is integral to that feeling: it’s expressive, confidence‑boosting and often the finishing touch to a look.

“We’re seeing that play out in the numbers,” says Virginie Duigou, Head of Beauty Buying at Zalando SE. “Seventy‑six percent of our customers buy across multiple propositions. Someone pairs trainers with a serum one day, a dress with mascara the next.” To serve that behavior, Zalando leans on features like Mix and Match, which offers expert pairings while shoppers browse. Check a moisturiser and you might instantly see the serum that complements it—or a shampoo that completes the conditioner you just clicked.

Another fast-rising favorite is Boards: visually curated product collections assembled by Zalando and a growing community of creators. Think “glowy minimalist routine,” “bold festival beauty” or “everyday essentials.” The company is now piloting customer-created Boards in all markets, letting people build, save and share their own edits—adding a highly personal layer that early testers are embracing.

Of course, assortment matters. Zalando’s Beauty range spans cult classics, prestige icons, local champions and buzzy newcomers—but the differentiator is how it all comes together. By weaving in content and tools that match real shopping behavior, the platform makes Beauty feel integrated, inspiring and ultimately more empowering.

Content that feels real, guidance that feels personal
Inspiration is non‑negotiable for Beauty shoppers—especially younger audiences who crave reassurance and enjoyment when buying online. Zalando responds with formats that are authentic, relatable and shoppable. The Insider’s Edit invites respected experts to share their own routines and recommendations; the debut featured Paris-based facialist Sophie Carbonari and resonated like advice from a trusted friend.

Zalando’s Stories—a visual, snackable editorial stream—puts trends and tips at customers’ fingertips. Get the Look showcases full outfits styled by influencers, complete with the Beauty products that pull everything together. Authenticity is key: instead of hyper-retouched models, the content features real people in realistic settings, across skin tones, body types and styles, helping shoppers picture how products will work for them. Trend Spotter tracks what’s heating up across European cities—from popular skincare ingredients to on‑trend lip colors—alongside fashion pieces, so customers can see what’s surging right now.

These content-led discovery paths deliver results. Live streaming events—where experts demo products and field questions in real time—boost engagement with Beauty by 25%. Stories, Get the Look and Trend Spotter drive longer browsing sessions and higher repeat visits, proving that inspiration plus utility equals stickiness.

New markets, local nuances
Zalando recently rolled Beauty out to Finland and Norway, with Spain next on the roadmap. Each launch is a listening exercise: fragrance preferences, shade ranges and routines can vary widely between Helsinki and Madrid. Still, the promise remains constant—quality, relevance and inspiration. With Spain’s debut, Zalando will offer Beauty in 14 countries, scaling learnings while deepening local ties and pushing toward its goal of becoming Europe’s leading online Beauty destination.

Stronger together: value for beauty brands
From premium skincare disruptors to viral makeup hits and heritage haircare houses, partners tap Zalando to scale intelligently across Europe. Through Zalando Partner Marketing Services, brands can access everything from sponsored placements to full‑funnel campaigns marrying Beauty with culture and lifestyle. Crucially, Zalando can tailor storytelling market by market and turn data‑driven insights into compelling creative—showing up in ways that feel premium, relevant and true to each brand’s DNA.

Recent additions such as OLEHENRIKSEN, Drunk Elephant, Laura Mercier and Olaplex broaden the appeal. Niche fragrance labels like Juliette Has a Gun and Henrik Vibskov add discovery moments, while the arrival of Kiehl’s has struck a chord with male shoppers seeking straightforward, trustworthy skincare. The aim is balance: icons, science-led innovators, fresh energy and niche cool—all curated so the platform feels rich but never overwhelming.

Technology that builds confidence
Behind the scenes, tech makes the Beauty journey smoother and more personal. Artificial intelligence sharpens product recommendations and search, surfacing the right item at the right moment in a way that feels intuitive. For visualisation, Zalando is experimenting with AI‑enhanced imagery that goes beyond flat pack shots, plus 360‑degree product views for a growing selection.

Next up: Virtual Try On. Using augmented reality, shoppers can preview how a foundation shade or an eyeshadow palette might look on them. The goal is seamless integration—appearing naturally within the browsing experience rather than hidden on a product page or treated as a novelty sidebar.

What’s next?
Zalando’s mission is to be the most inspiring and convenient Beauty destination online. That means an ever deeper assortment, stronger partnerships and fresh features that make discovery joyful. Above all, it’s about how Beauty makes you feel—how it completes your look, fits your routine and helps you find your formula. As Beauty grows, Zalando’s focus stays fixed on helping customers feel more confident, more inspired and more at home in their own style.

About Zalando

Founded in Berlin in 2008, Zalando is Europe’s leading online multi-brand fashion destination. We are building a pan-European ecosystem for fashion and lifestyle e-commerce, along two growth vectors: Business-to-Consumer (B2C) and Business-to-Business (B2B). In B2C, we provide an inspiring, high-quality multi-brand shopping experience for fashion and lifestyle products to more than 52 million active customers across 25 markets. In B2B, we leverage our logistics infrastructure, software, and service capabilities to support brands and retailers in managing and scaling their entire e-commerce business, both on and off the Zalando platform. Through our ecosystem vision, Zalando aims to enable positive change in the fashion and lifestyle industry.

Media Contact:

Corporate Communications
press@zalando.com

SOURCE: Zalando