SIX BEAUTY TREND BY ZALANDO
Beauty Trends 2026 According to Zalando: Products, Rituals and New Forms of Personal Expression.
“Beauty is becoming increasingly personal, fluid and integrated into
everyday life. People are looking for products that meet real needs, but also
for rituals that reflect their own style, habits and way of expressing
themselves,” says Virginie Duigou, Head of Beauty Buying at Zalando, the online
fashion and lifestyle platform, which recently presented six key trends to
understand the evolution of beauty in 2026, linking skincare, make-up, haircare
and lifestyle.
Skin Barrier Health
Skincare is moving towards a gentler, more mindful approach, focused on
protecting the skin barrier. The emphasis is on maintaining the skin’s balance
over time, with gentle routines designed to respect its natural rhythm. This
trend centres on tolerability, hydration and consistency in skincare practices.
Prejuvenation
Prevention and treatment come together in a proactive approach to skin
health. The focus shifts from anti-ageing as a corrective measure to long-term
skin quality, with routines designed to preserve radiance, texture and
wellbeing.
Ultra-glossed lips
Lips take centre stage once again with luminous, sensorial finishes that
are more sophisticated than ever before. Lip gloss moves beyond the heavy
textures of the early 2000s and embraces a new concept of treatment: one
capable of combining colour, radiance and a natural look.
Skinification of hair
Hair care adopts the language of skincare. The scalp becomes the
starting point of the routine, with a new focus on balance, active ingredients
and ritual. Hair health is considered from the root to the fibre, with more
targeted treatments and a regime designed to deliver long-lasting results.
Glass Hair
Radiant, smooth hair, where the finish is the result of nourishment,
protection and consistent care, helping the hair to appear more uniform,
manageable and soft. A perfect balance between treatment and appearance, beauty
and style.
Performance Beauty
A new concept of effectiveness, combining real-life rhythms with
efficacy. Active ingredients, textures and visible results come together in
formulas designed to cope with busy days, changes in the weather, humidity and
outdoor activities. Skincare, make-up and haircare are becoming more hybrid and
functional.
