Zalando Expands Beauty Portfolio to Spain’s Growing Market

What’s on Offer

The assortment covers everything from skincare to perfumes. Zalando went with a mix – popular TikTok brands alongside luxury names.

In the catalog you’ll find:

• Korean beauty (Beauty of Joseon, COSRX, TIRTIR, Dr. Jart+)
• Viral brands (Augustinus Bader, The Ordinary, Sol de Janeiro, Rom&nd)
• Luxury brands (Lancôme, Estée Lauder, Kiehl’s)
• Fragrances (Maison Margiela, Narciso Rodríguez, Viktor&Rolf)
• Local brands like 3Ina in makeup

The strategy is clear – cover all price points and styles. From cheap social media hits to premium products.

How Spaniards Shop

Zalando released a study on Spanish shopping habits. The numbers show an interesting shift.

Half of respondents started using more beauty products over the past two years. For Gen Z it’s even more pronounced – 65%. Mostly it’s women (50% of them).

Most popular categories:

• 60% of Spaniards use body care products daily
• 56% reach for perfumes daily
• 48% have a daily facial care routine

What Drives Purchase Decisions

The research revealed three main factors. Quality leads with 65%, followed by price (40%) and natural ingredients (38%).

Most frequently purchased products are body and hair care – over 57% of customers buy them monthly.

Future Trends

Consumers are interested in:

• Hydrating, cleansing and firming formulas (45%)
• Humidity and stress-resistant makeup (29%)
• Anti-stress products (24%)
• Simplified routines (24%)

Market Context and Competition

Spain’s online beauty market is worth paying attention to. The sector hit $1.36 billion in 2024 and keeps growing at 10% annually. Even more interesting – beauty and personal care ecommerce in Spain is growing faster than other categories at 35.4% per year, driven by influencer marketing and subscription boxes.

Currently, about 35% of all beauty purchases in Spain happen online. That number keeps climbing as more shoppers get comfortable buying cosmetics without testing them first in stores.

The competitive landscape shifted recently. ASOS has been selling beauty in Spain for years as part of its fashion offer, but the British retailer struggled – its share value dropped 70% in early 2023. Meanwhile, About You, once a major competitor, is no longer in the race after Zalando acquired over 91% of the company in July 2025.

This leaves Zalando in a strong position. They already run beauty in multiple European markets since 2018, so they know what works. The Spanish market has specific preferences – fragrances matter more here than in other countries, and there’s strong demand for Korean beauty products, which Zalando stocks heavily.

Why It Makes Sense

Eloisa Siclari, Zalando’s head for Southern Europe, talks about the “ambition to consolidate as a reference destination for fashion and lifestyle.” The company is building on the fact that customers already shop cross-category. Adding beauty is a logical next step.

The Spanish market has potential. Interest in wellness and self-care is growing. Zalando wants to capitalise on this and offer everything in one place – from clothing through shoes to facial serum.

Proven Model Expands South

Spain is the latest country where Zalando offers beauty products. The category isn’t new for the platform – it launched back in 2018 in Germany, Poland and Austria, then gradually expanded across Europe.

Currently, beauty is available in 10 markets: Austria, Belgium, Denmark, France, Germany, Italy, the Netherlands, Poland, Sweden, and Switzerland. The expansion to Spain signals the company’s confidence in the cross-category shopping model.

For other fashion retailers watching this space, the takeaway is clear: beauty works as a complement to fashion ecommerce. Zalando’s gradual rollout across Europe over seven years shows it’s a sustainable addition, not just a short-term trend.