What: Sephora and Zalando have signed a long-term strategic partnership starting in Germany in the fourth quarter of this year making Sephora’s entire offer available on Zalando.

Why it’s important: Zalando’s customer experience and e-commerce expertise combined with Sephora’s curated assortment of products will create an unparalleled partnership.

The online platform will be rolled out to other countries in 2022, making the consumer reach immense. At Zalando, three out of five people who buy beauty also shop fashion, and fashion-engaged customers are often highly engaged in beauty. Zalando has 42 million active customers.

Today, Zalando sells more than 13,000 products and 350-plus brands in beauty. Those not in the prestige category will continue to be sold on the platform, just not in the Sephora-related space. Looking ahead, the prestige beauty products sold on Zalando could be tweaked according to geography.

Sephora already moved to aggressive partnership to reach more customers in North America, with its first Sephora in Kohl’s stores due to open in August.

Sephora, Zalando Partner to Sell Prestige Beauty