Zalando and Sephora link for European prestige beauty partnership

LVMH is continuing to link with partners that will help to accelerate its growth post-pandemic, and after last week’s LVMH-Google Cloud deal comes news that the luxury giant’s Sephora beauty chain has forged a long-term strategic partnership with Zalando.

The French beauty giant and German fashion-to-beauty e-tailer will focus on prestige beauty with Sephora to “bring its carefully curated assortment of several thousand exciting beauty products from more than 300 prestige and exclusive brands to Zalando, elevating the beauty proposition for millions of customers”.

Described as a “breakthrough cooperation” deal, the companies said it “brings together beauty and fashion to meet customers’ lifestyle shopping expectations”.

Fashion e-tail businesses have been diving deeper and deeper into beauty in recent years with Zalando among them. Sector peers ASOS and Boohoo have also been ramping up their cosmetics, skincare and fragrance offerings and in many cases, it’s the high-spending prestige beauty customer who’s the key target, as is the case here.