Zalando, one of the great leaders in European e-commerce in fashion and lifestyle, has officially announced the launch of its Beauty category in the Spanish market. With this addition, the platform takes a key step to consolidate its multipurpose model, integrating fashion, sports, well-being and now also personal care in a single digital ecosystem.
“Spain is a key market in our growth strategy”
The offer will include a wide and diverse catalog with facial and body care products, makeup, fragrances, hair care and nails, with the aim of providing the consumer with a unified shopping experience that covers all their aesthetic and well-being needs.
“Spain is a key market in our growth strategy, and beauty represents a fundamental category to continue increasing loyalty and repeat purchases among our customers”they point out from the company.
The decision is supported by a revealing internal data: 76% of Zalando customers already buy in multiple categories, which underlines the opportunity to integrate beauty as a new strategic pillar.
This launch is accompanied by the study “Beauty in Spain: trends and consumer behavior”, with which Zalando has analyzed the habits of Spaniards in this sector. The results show a relevant transformation in the last two years: one in two respondents has increased the number of beauty products they use, especially among women (50%) and Generation Z (65%), who lead the adoption of new routines.
Additionally, more than 60% of consumers say they have modified their personal care routines, with more consistency in product use and an increasing focus on holistic well-being, expanding the definition of beauty beyond aesthetics to include elements such as health, sustainability and emotional balance.
This change in behavior supports Zalando’s commitment to offering a platform where the user experience is not segmented by categories, but guided by real needs, from fashion to daily care.
With this move, Zalando enters into direct competition with other e-commerce platforms, but it does so from a differential position: its ability to combine fashion, sports and now beauty trends in a single browsing, purchasing and after-sales service experience.
