Zalando Expands into Spanish Beauty Market with Strategic Category Launch
German e-commerce giant Zalando is strategically expanding its presence in the Spanish market by introducing a comprehensive beauty category. The platform now offers Spanish consumers facial care, body care, haircare products, makeup, and fragrances as part of its broader lifestyle expansion. This move marks Spain as the 14th market for Zalando's beauty division and represents a significant step in the company's Iberian expansion strategy following its recent launch in Portugal.
German e-commerce platform Zalando is making strategic inroads into the Spanish retail market with the introduction of its comprehensive beauty division. The Berlin-based company, which has operated in Spain for 13 years, is expanding its category offering to include beauty products as part of its broader strategy to become a leading destination for Spanish consumers in fashion and lifestyle.
Strategic Market Expansion
Zalando's beauty launch in Spain represents a calculated expansion move that aligns with the company's growth objectives in Southern Europe. According to Eloisa Siclari, Zalando's General Manager for Southern Europe, this expansion provides "a great opportunity for organic growth" and supports the company's ambition to be the premier platform for Spanish consumers seeking fashion and lifestyle products. The Spanish market becomes the 14th country where Zalando Beauty is available, following closely on the heels of the company's recent Portuguese market entry.
Local Partnership Approach
The German platform is adopting a localized strategy for its Spanish market entry, emphasizing collaboration with Spanish brands to ensure relevance and market fit. Zalando has partnered with local beauty brand 3ina, known for its cruelty-free products, vibrant color offerings, and competitive pricing. This partnership approach reflects Zalando's philosophy of being "Spanish in Spain" – not merely as a marketing slogan but as a genuine growth strategy that focuses on offering locally relevant products and trends.
Business Growth Strategy
Zalando's expansion into beauty represents more than just category diversification. The company recognizes beauty as a strategic entry point for consumer engagement, with internal data showing that 70% of customers who purchase beauty items also add fashion items to their shopping baskets. This cross-category purchasing behavior makes beauty an effective customer acquisition and retention tool for the platform. The company aims to leverage its extensive European presence, serving 26 countries with 52 million customers, to provide international exposure for beauty brands seeking European market entry.
Market Challenges and Solutions
The Spanish beauty market presents specific challenges, particularly regarding exclusive distribution agreements between brands and retail chains. Zalando is addressing these barriers by positioning itself as a strategic partner for brands seeking European expansion, especially American brands that may have strong UK distribution but lack presence in other European markets. The company also focuses on product niches, such as Korean beauty, to differentiate its offering and appeal to specific consumer segments.
Future Outlook
Zalando's beauty expansion in Spain comes at a time when the company is demonstrating strong financial performance, with reported revenue of €2.835 billion in the second quarter of 2025 and net profit of €96.6 million. The strategic focus on beauty aligns with emerging consumer trends, including minimalist routines, beauty-on-the-go products, and makeup with integrated skincare benefits. As Zalando continues to strengthen its position in the Spanish market, the beauty category represents a significant growth vector that complements its established fashion offerings and supports long-term customer engagement.
