Zalando has published its latest "Beauty in Brief" report and identified nine emerging beauty trends for the second half of 2025. These include skincare for inner peace, uncomplicated routines, skincare for the menopause and a return to 90s minimalism. The report is based on data analyses of Zalando's 50 million customers in Europe, in particular their search behaviour, as well as social observations by the company's experts.

Wanted: The antithesis of sensory overload

The micro-trends influencing customers this year are characterised by a broader social change, such as the need for a calmer and more balanced life, the company reports. The trend report also shows how digital fatigue and increasing stress are changing the role of beauty rituals. People looking for an antidote to the omnipresent sensory overload want uncomplicated routines and beauty products that support inner balance.

Beauty and wellness on the move

Make-up is taking on a more functional character: cosmetics products suitable for everyday use are particularly in demand. In addition, women are increasingly open about their need for skincare developed for the menopause. As nostalgic looks are currently celebrating a comeback in fashion, retro beauty routines are also becoming more popular. Minimalist 90s make-up is intended to convey a sense of security and control. In general, the beauty and wellness industries are coming ever closer together. "We expect many products and innovative ingredients to come onto the market that address deep-seated needs," says Virginie Duigou, Head of Beauty Buying at Zalando.