Zalando Beauty Sees Double-Digit Growth in Q1 as Customer Engagement Rises
Zalando’s beauty category delivered double-digit growth in the first quarter of 2025, supported by curated content, expanded assortment, and loyalty programme uptake. The post Zalando Beauty Sees Double-Digit Growth in Q1 as Customer Engagement Rises appeared first on Global Cosmetics News.
THE WHAT? Zalando’s beauty category delivered double-digit growth in the first quarter of 2025, supported by curated content, expanded assortment, and loyalty programme uptake.
THE DETAILS In its Q1 2025 earnings update, Zalando reported strong performance across its lifestyle verticals, with beauty among the categories achieving double-digit revenue growth. The segment benefitted from Zalando’s efforts to position itself as a lifestyle destination, including the rollout of its updated loyalty programme Zalando Plus — now live in 13 markets — and increased customer engagement with curated content and marketing campaigns. Active customers reached a record high of 52.4 million, with more than 15% enrolled in the loyalty scheme. The platform also added new prestige brands, including Marc Jacobs, and ran a Europe-wide campaign with Diane von Furstenberg, further integrating beauty into its fashion-led positioning
THE WHY? Beauty is becoming a strategic growth category for Zalando as it blends fashion, personal care, and lifestyle under one platform. The company is leveraging loyalty, content, and cross-category shopping behaviour to increase wallet share in beauty. Early data suggests that personalised discovery tools and brand partnerships are helping drive repeat engagement in the category.
The post Zalando Beauty Sees Double-Digit Growth in Q1 as Customer Engagement Rises appeared first on Global Cosmetics News.
