Zalando has taken another step in its expansion strategy in the Spanish market with the introduction of its beauty division. With this addition, the German marketplace seeks to establish itself as an integral fashion and lifestyle platform, integrating into its offering a category that, according to the company itself, reinforces the recurrence and purchase loyalty of its customers.
The new section, available since the beginning of October, includes skincare, makeup, fragrances, hair, and wellness products, from both established brands and emerging firms in the beauty sector. The company's objective is to replicate the success that its beauty division has had in other European markets, such as Germany, Poland, and the Netherlands, where the category already represents a significant portion of the platform's recurring traffic.
Zalando explains that the decision to expand the category responds to a change in consumer behavior. "We see that our customers are no longer just looking for fashion, but a complete shopping experience that reflects their lifestyle. Beauty is a natural extension of that experience," sources from the company point out.
Zalando Beauty's offering is structured under a curated platform model, where users can access a selection of products organized by needs, ingredients, or specific benefits. In addition, the company has incorporated editorial content and personalized guides that seek to improve the discovery experience within the digital environment.
The launch comes in a context in which the online beauty sector continues to experience sustained and constant growth. According to Euromonitor data, sales of cosmetics and personal care products in digital channels in Europe increased by 12% in 2023, driven especially by young people and the rise of omnichannel experiences.
Zalando is not the only e-commerce player betting on the beauty segment as a growth engine. Amazon has just launched Amazon Haul, a new space focused on affordable products, including beauty, with prices below 20 euros, while Miravia, Alibaba's marketplace, has reinforced its positioning with a beauty and wellness proposal that combines content, community, and interaction. With this new step, the German marketplace joins the trend of the largest players expanding their value proposition towards beauty, seeking not only to increase the average transaction value and purchase frequency but also to consolidate their role as an integral lifestyle destination.