These are the 50 most relevant European marketplaces for Beauty & Care (2025 Update)
Last Update: 19. September 2025
The Beauty & Care category continues to evolve rapidly, with more retailers and platforms pushing into the market. Despite increasing competition and growing regulation, especially around pharmacy-linked products, Beauty & Care remains one of the most dynamic verticals in European e-commerce.
Our updated Marketplace Quadrant now includes 50 marketplaces, up from 47 in 2024. The growth is mostly driven by platforms from outside the traditional beauty industry who are expanding their assortments to include personal care and cosmetics. The quadrant includes everything from pure beauty players to pharmacy marketplaces, fashion platforms and generalists.
What’s new?
New entries:
- Temu: Now active in the beauty segment with aggressive pricing and high visibility.
- AliExpress: Offering a large assortment of low-price cosmetics and accessories.
- TikTok Shop: The emerging platform for viral beauty brands, especially in Gen Z.
- Next & Very (UK): Both generalists include substantial beauty categories and are pushing their young marketplaces.
- John Lewis (UK): Premium department store with curated beauty offering and a new marketplace.
- Skroutz (GR): Greek unicorn marketplace with a notable presence in care and cosmetics.
- La Redoute: French lifestyle platform with a growing beauty assortment.
- n11 (TR): Turkish generalist active in various beauty categories.
- Etsy: Growing segment of handmade and indie beauty brands.
Removed:
- eMAG: No longer relevant as a marketplace in Beauty & Care.
- de Bijenkorf: Market relevance too low.
- 24S: Discontinued marketplace operations.
- Modivo: Not active in beauty.
- Afound: Shut down.
- H&M: Beauty no longer offered via marketplace model.
- Sephora: Not operating a true marketplace.
The European Beauty & Care Marketplace Landscape
While some specialist platforms have struggled or disappeared, others are gaining ground:
- Amazon remains the key international player with beauty and care as core categories.
- Douglas is among the few focused beauty/care marketplaces. A powerhouse in offline retail, the marketplace has nevertheless been struggling to gain momentum.
- DocMorris and Redcare Pharmacy (formerly Shop Apotheke) continue to expand as a hybrid pharmacy/marketplace model.
- Zalando and Asos both offer wide beauty selections, tapping into existing fashion audiences.
- TikTok Shop is rapidly becoming a launchpad for beauty brands.
- Temu, AliExpress, and Shein are attacking the category from the low-cost end.
- Veepee, Showroomprive, and BrandAlley are relevant off-price players.
- fnac and Skroutz show how generalists can build beauty relevance with regional strength.
- PerfumesClub, and Carethy continue to serve select customer bases with a clear focus on beauty.
Where business models converge
The Beauty & Care quadrant brings together a wide mix of business models. Pure beauty platforms such as Douglas or pharmacy-based marketplaces like Redcare share the stage with international mass players like Amazon, Shein, Temu, and AliExpress. Fashion marketplaces such as Zalando, Asos, and La Redoute continue to blur category lines, while content-driven newcomers like TikTok Shop reshape how consumers discover and shop for beauty.
Premium department stores like John Lewis, Next, and Very lean into curated assortments and brand-led appeal, while off-price platforms like BrandAlley, Veepee, and Showroomprive create reach through discount mechanics. Meanwhile, the pharmacy segment is becoming more marketplace-friendly, with DocMorris and Redcare enabling third-party offers.
Conclusion
Beauty & Care remains a category in motion. Even with some major exits, the number of relevant platforms has grown. The market is increasingly shaped by players from outside the traditional beauty industry: generalists, discounters, and content platforms all want a piece of the beauty boom. At the same time, regulatory complexity—especially around pharmacy and OTC products—continues to shape how and where sellers can operate.
With 50 active marketplaces now on our radar, this quadrant reflects just how multifaceted the Beauty & Care landscape has become.
Did we miss a marketplace? Want to share insights from your region? Let us know!
Curious about other categories? Explore all our Marketplace Universe Quadrants for Fashion, Home & Living, Electronics, and more.