Zalando has just released its first-ever data-driven beauty report, revealing key shifts in consumer behavior and the cultural undercurrents shaping 2025’s emerging microtrends. Titled Beauty in Brief, the report names “balance” as the central theme, as beauty routines increasingly focus on wellness, recovery treatments, and authentic self-expression.
Powered by Zalando’s Trend Spotter tool and enriched with cultural research and in-house expertise, the report identifies nine rising trends for 2025. These include nervous system regulation—backed by a 700% spike in searches for “soothing skincare” on the platform over the past six months.
Beauty meets balance
Zalando’s report uncovers how digital fatigue and rising stress levels are reshaping the role of beauty. Today’s consumers seek skincare solutions that calm the nervous system, while also craving quick moments of calm amid busy summer schedules.
Make-up is becoming more functional as users demand real-life-proof formulas. An increasing number of women are vocal about menopause and looking for sweat-resistant solutions to help manage hot flashes.
Back to the 90s
As nostalgic trends re-emerge, there’s renewed interest in retro-inspired minimalistic beauty — think 90s simplicity that offers comfort and control. Another booming trend is the rise of bedtime biohacking: beauty sleep rituals using nighttime products that repair the skin while you rest.
From stress-relieving skincare to wellness-focused routines, the beauty industry is clearly shifting toward holistic wellbeing. In 2025, beauty is no longer just about aesthetics — it’s about achieving balance, both inside and out.
“2025 promises to be an exciting year in beauty. We’re seeing a wave of products and ingredients designed to meet deeper human needs. At Zalando, we aim to inspire transformation by blending commerce with insight and culture. Our Beauty in Brief report highlights the trends driving consumer behavior — and points to a future rooted in calm and confidence.” – Virginie Duigou, Zalando’s Head of Beauty Buying
Based on insights from over 50 million European customers, Zalando’s Trend Spotter tool, and extensive cultural analysis, Beauty in Brief offers a unique look at what’s next in the beauty world.
