Agenda-setting intelligence, analysis and advice for the global fashion community.

Europe’s Beauty Consumers Are in Play. Who Will Win Them?

European shoppers are increasingly buying beauty online, but local merchants face stiff competition from newer giants like Amazon and TikTok Shop.

Zalando’s business-to-business operations have historically focused exclusively on Europe. — Retailers like Zalando, Flaconi and Notino are localising and building trust to win over European beauty shoppers. (Zalando)

Rachael Griffiths

29 January 2026

BoF PROFESSIONAL

Compared to other global citizens, Europeans tend to shop for their beauty essentials at the pharmacy. French beauty shoppers scour the shelves of Citypharma and Pharmacie Monge for the same products in their mother’s medicine cabinets, while German shoppers can choose from over 2,000 Dm-drogerie market locations to replenish their beauty stock.

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About the author

Rachael Griffiths

Rachael Griffiths is a Senior Editorial Associate at The Business of Beauty. She is based between St Helens and London, and covers beauty, wellness and industry news.

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