How beauty brands can scale on European marketplaces

Beauty and personal care remain one of the strongest e-commerce categories in Europe, and marketplaces are becoming a key channel for brands that want to reach new customers fast. Marketplace shoppers actively search for skincare, makeup, wellness and lifestyle products, making it a natural fit for beauty brands looking to grow.

This guide gives a quick overview of relevant beauty marketplaces available through Sello, and how brands can scale efficiently without increasing operational workload.

Why marketplaces matter for beauty brands

Beauty is a discovery-driven category. Customers compare prices, explore new brands and buy across several channels. Marketplaces offer:

• access to millions of active shoppers
• built-in trust through reviews and ratings
• high conversion rates in beauty and wellness
• cross-border reach without separate storefronts
• strong visibility in competitive categories

For many brands, marketplaces are now central to their European expansion strategy.

Beauty marketplaces you can access through Sello

With one integration, Sello connects beauty sellers to leading European marketplaces that attract high-intent shoppers.

Zalando Beauty

A rapidly growing beauty category inside one of Europe’s largest fashion marketplaces. Ideal for skincare, makeup, haircare and lifestyle-driven beauty brands.

Åhléns

A well-established Scandinavian retailer with strong beauty, skincare and wellness categories. Åhléns offers a highly trusted environment where premium and mid-range beauty brands perform well.

Sephora

A globally recognised beauty destination with a strong focus on premium brands, skincare essentials and trending products. Perfect for brands aiming to reach beauty-focused audiences across Europe.

These platforms give beauty brands exposure to large audiences actively searching for new products.

Common challenges for beauty sellers

The beauty category often involves:

• many product variations (shades, sizes, collections)
• fast-moving trends and launches
• strict content and compliance rules
• frequent updates
• risk of overselling

Automation is essential to stay competitive and maintain accuracy.

How Sello helps beauty brands scale

Sello streamlines marketplace operations so beauty brands can grow without the manual workload.

Real-time stock syncing

Prevents overselling and keeps listings accurate across all marketplaces.

Automatic product distribution

Publish and update listings across multiple marketplaces in one workflow.

Centralised order handling

Manage marketplace orders from one system instead of switching between platforms.

One integration for 70+ marketplaces

Connect once, expand across Europe with minimal effort.

Ready to grow your beauty brand?

With the right setup, beauty brands can reach new customers across Europe without adding operational complexity. Marketplaces offer strong visibility and Sello makes the process seamless.

Reach out to us for a conversation or learn more about how Sello works

Fredric Hedman, Head of Sales & Marketing