The trend celebrates freckles and beauty spots while minimising contouring, focusing on gently enhancing natural features and softly neutralising shadows with subtle, lightweight coverage.
Top beauty trends revealed in new data-driven report
Sophie Smith
02 June 2025
Zalando has released its first-ever data-driven beauty report, offering insights into evolving consumer behaviours, the cultural patterns behind them, and the emerging trends they’re inspiring in 2025. TheIndustry.beauty summarises the report...
Combining insights from the online retailer's Trend Spotter with in-depth cultural research and the expertise of its in-house team, the new Beauty in Brief report highlights a growing interest in rituals that nurture both the skin and state of mind, as well as beauty solutions that align with consumers' fast-paced lifestyles and individual biology.
Virginie Duigou, Head of Beauty Buying at Zalando, said: "2025 is proving an exciting year for beauty as we see more products and innovative ingredients enter the market to support much deeper needs. By blending inspiration, entertainment and commerce on Zalando, our ambition is to transform how customers engage with beauty online.
"Understanding key cultural patterns is critical to this, and that’s where our Beauty in Brief report comes in - revealing the biggest emerging trends driving buying habits today."
The trends
Energy reset & minimalist routines
After years of digital burnout, emotional overload, and post-pandemic hypersensitivity, consumers are turning to beauty rituals not to energise, but to regulate. As chronic stress becomes increasingly common, its impact is showing up on the skin—manifesting as sensitivity, dullness, flare-ups, and fatigue.
Here, energy resetting takes centre stage. Simplified routines, stress-relief products, and sensorial beauty rituals encourage self-care and relaxation, allowing consumers to nourish and restore their bodies without overwhelming their busy lives. This shift comes as routines that reduce decision fatigue and time-pressure - while offering calming, targeted results - are on the rise, with #3steproutine trending, according to the report.
Searches for ‘minimalist skincare’ are also up 125% on Zalando, signalling demand for streamlined, multi-purpose products that deliver coverage, skincare benefits, sun protection, and glow in a single step. At the same time, low-maintenance hairstyles are gaining traction, with French barrettes and embellished snap clips rising in popularity thanks to their effortless appeal.
In bodycare, multi-use oil-based products are set to become everyday essentials, with searches for ‘shower oils’ up 164% on Zalando. Hydrating, cleansing, and plumping formulas are also emerging as "go-to" solutions for simplified shower routines, which the retailer notes are ideal for busy summer schedules.
Nervous system regulation
Building on the trends outlined above, beauty products designed to calm the nervous system and minimise the body’s reaction to sensory overload are also gaining popularity, with cortisol-lowering fragrances, calming skincare rituals and barrier-restoring serums supporting relaxation and rejuvenation in 2025.
As part of this trend, cultivating a mindful fragrance wardrobe enables consumers to intuitively select scents that align with their emotional states—whether they’re seeking calm, clarity, or an uplifting boost. Plus, in skincare, routines focused on "how I regulate my skin and mind" are gaining significant traction, with searches for ‘calming skincare’ soaring 700% on Zalando.
Biohacking beauty
The report shares that beauty is increasingly merging with biohacking. Alongside rising costs, the post-pandemic surge in at-home beauty treatments is driving consumers away from clinics and toward DIY solutions. Fueled by the growing popularity of ‘Cosmetic Chemists’ on TikTok, people are embracing science to take control of their own beauty routines.
Sleep has become a prime opportunity for optimizing stress reduction and reversing the skin’s biological aging. By harnessing the skin’s natural nighttime recovery cycle, consumers are turning to skincare products that enhance this process. From hydrogel under-eye patches and overnight face masks to scalp oils and aromatherapy pillow mists, science-backed solutions are experiencing a surge in popularity.
In fact, online searches for overnight masks on Zalando have surged by 264%, and scalp serums have jumped 123%.
Life-proof formulations
This year, the focus is on looking refreshed rather than flawless - prioritising functional products that fit into busy lifestyles and deliver real results. As a result, there is demand for formulas designed to protect against UV rays, withstand humidity, soothe skin conditions, and support the skin through hormonal changes.
Clutch-sized, on-the-go products are also expected to see rising demand as busy summer schedules and humidity set in. Alongside this, tutorials and interest are growing for products that can withstand heat and sweat while delivering hydration and long-lasting, breathable coverage. Sweat proof and transfer resistant foundations are also proving makeup bag musts.
Undetectable makeup
Speaking of makeup, fresh-faced, breathable looks that enhance rather than mask natural features are dominating FYPs, with searches for ‘light coverage’ soaring 200% on Zalando.
This might include pin-point concealing, brow gel in place of mascara, subtle earthy tones around the eyes, and a lip-blush duo stick for a natural flush. Lightly groomed brows set with transparent gels are also poised to become staples this year.
Korean beauty
It’s no secret that Korean beauty is trending, and Zalando confirms this with searches for ‘K-beauty’ up 248%. Celebrated for its innovative ingredients and gentle, step-by-step skincare routines that prioritise long-term skin health, K-beauty is gaining popularity through a growing range of brands and products.
And while matte skin is gaining traction, ‘dewy skin’ remains the dominant trend, with searches on Zalando soaring by 311%.
This shift is also driving the resurgence of skin cycling -alternating potent active ingredients like retinol with rest days to support the skin’s natural repair process. To achieve a naturally healthy, glow - reflected in a 232% rise in ‘glass skin’ searches - consumers are incorporating K-beauty staples such as cleansing oils, rice milk toners, and nourishing serums into their routines.
90s neutrals
Minimalist beauty styles iconic of the ’90s are also making a comeback - from nails to hair to brows. Characterised by reliable, polished, and timeless looks that effortlessly command attention, trends such as milky nails, neutral palettes, slicked-back hairstyles, and French tips are enjoying renewed popularity.
Searches for ‘90s minimalism’ have risen 133%, while neutral and brown eyeshadow searches are up 66% and 77%, respectively, on Zalando. Nude lips are also experiencing a significant surge, with a 142% increase in searches.
Launched in 2018, Zalando’s beauty proposition covers a wide range of price points, combining trend-driven brands like Sol de Janeiro, The Ordinary, and Beauty of Joseon with luxury and premium names such as Armani, Sunday Riley, and Dyson.
As outlined in the company's strategy launched last year, Zalando continues to expand its lifestyle offerings to provides "a broad assortment, convenient shopping, personalised experiences, and seamless navigation across fashion, beauty, and lifestyle categories—all within a single destination".
