Zalando opens doors to new Beauty Station in Germany

The fashion retailer has opened its dedicated beauty store in Berlin, featuring products from MAC Cosmetics, Estée Lauder and Clinique

German-based fashion retailer Zalando has opened its first physical store dedicated to beauty.

Inside the 160sqm Berlin shop, customers can find an immersive beauty experience, featuring digital applications to view tutorials, book appointments and order products.

Brands stocked include MAC Cosmetics, Estée Lauder, Clinique among 50 other names.

Claudia Reth, VP of Category Specialists at Zalando, said: “The Beauty Station is an exciting test platform for us to get to know our beauty customers better and to produce beauty content and tutorials.

“With the concept store, we can offer our customers a curated beauty range and interact with them through our range of services.”

Experts from Clinique were also on hand to offer skin care advice to customers at the opening.

The retailer announced earlier this year it would be opening a dedicated beauty space to compliment its beauty offerings online.

It also revealed plans to expand into the male grooming market this autumn.

Commenting on the opening earlier this year Reth said: “We are excited to empower our customers to complete their look with the right beauty products by giving full style advice and offering exclusive beauty highlights and trends, all in one destination.”