Zalando is doubling down on the fusion of beauty and wellness with its first-ever data-led 2025 Beauty in Brief report, positioning “balance” as the key theme shaping how consumers approach beauty this summer and beyond.
Powered by behaviour from over 50 million shoppers across Europe , the report traces how calming skincare, simplified routines, and biohacked nights are redefining what beauty means in 2025 . Inside Zalando’s first beauty trends report Released on 26 May 2025 in Berlin , the 2025 Beauty in Brief
report is Zalando’s first stand-alone beauty trend study built on platform data, cultural research, and in-house expertise.
The report uses Zalando’s Trend Spotter tool , which aggregates search and browsing activity from its 50+ million customers, and layers it with social trend analysis to identify the biggest shifts driving micro trends.
The core takeaway is clear: beauty is moving away from purely aesthetic goals toward routines that restore emotional equilibrium, reduce stress, and allow more authentic self-expression.
“Balance” becomes both a mood and a metric, as consumers look for products that feel supportive and sustainable rather than overwhelming or performative. Nervous System Regulation leads a new wave of soothing beauty Among the nine emerging trends profiled, Nervous System Regulation is highlighted as a hero theme…
