Zalando beauty has arrived in the Spanish market. The German online platform is expanding its offering in the country with what it describes as a “strategic” launch, making its beauty range available to local customers, including facial, body and hair care, nail care, make-up and fragrances.

With the addition of Spain, Zalando beauty is now available in 14 markets. The company, which only a few weeks ago launched in Portugal, aims to step up its Iberian expansion.

“This is a great opportunity for organic growth, in line with the strategy we are following to be a leading platform and destination for Spanish consumers in fashion and lifestyle,” said Eloisa Siclari, the company’s general manager for Southern Europe (Spain, Italy and Portugal), at the presentation of Zalando beauty in Madrid on Thursday.

“Spain is the 14th country in which we are launching this category. And we know from our experience in other markets that beauty builds customer loyalty, increases share of spend and boosts engagement with the platform. After 13 years of operating in the country, it was time for this launch. This is an opportunity to grow with customers, but also with the brands and partners we work with,” added the executive.

For its rollout in the country, Zalando beauty has opted to partner with local brands such as 3ina, a firm whose hallmarks include cruelty-free products, the use of colour and a keenly priced proposition.

“We are a German platform. But we say we want to be Spanish in Spain. And it’s not just a slogan; it’s a growth strategy. In other words, to be able to offer what is on-trend and what is in demand here, we need to work with local partners,” Siclari added.

“The Spanish market is very powerful in fashion, with very strong local pride and top-tier design talent. So being Spanish in Spain is also about quality. We don’t just look at the volume of brands we collaborate with; we focus on iconic, prestigious labels and cult products,” the Italian underlined.

Zalando’s work with brands is, according to the German company, a two-way street, not merely transactional.

“In B2B, our goal is to support brands; we want to be their partners at a strategic level, so that they grow internationally,” the company noted, referring to the visibility that brands get on the German e-commerce platform, which serves as a showcase for labels in markets beyond those in which they usually operate (the company is present in 26 countries, with a customer base of 52 million users, according to its figures).

From beauty as a gateway to exclusive agreements

According to Zalando’s internal figures, 70% of customers who purchase beauty items add fashion items to their basket.

“Therefore, beauty is an entry point for many consumers,” Siclari said.

But what barriers has the company encountered when launching its beauty division in the Spanish market?

“Exclusivity with some retailers is one of them,” said Virginie Duigou, head of beauty buying at Zalando, referring to the agreements that national and international brands may have with retail chains.

“How do we solve this? One thing we do is approach U.S. brands and say, ‘Hey, Zalando is here; we can help you in Europe, we’re strong in those markets.’ Many U.S. brands know how to handle distribution in the UK, but not in the rest of Europe, which is a very fragmented region. Another lever is to focus on product niches, as we do with Korean beauty,” Duigou explained.

The executive also pointed to the role that collaborations with beauty-focused content creators play in driving business growth, to foster consumer identification — especially among Generation Z.

“Obviously, it’s a very digital generation; 70% buy online or via apps, including beauty. They even buy colognes without smelling them!” she joked.

As part of the presentation of Zalando beauty in Spain, Duigou also outlined some of the trends set to shape the sector. “Minimalist routines, beauty-on-the-go products, make-up with built-in skincare and, in fragrances, the use of very creative bottles and gourmet scents — aromas that are almost edible,” she said.

Founded in 2008 and headquartered in Berlin, Zalando posted revenue of €2.835 billion in the second quarter of 2025 and net profit of €96.6 million in the period, according to its latest published figures.