Top European Marketplaces for Selling Your Cosmetic Products

Platforms like Amazon, eBay, Temu and Shein attract millions of active users, providing cosmetic brands with access to a vast and varied customer base; but beyond these, there are many other European marketplaces that also have a significant reach and are specialized on the product groups that you’re selling. Specialized marketplaces offer significant advantages by targeting the right vertical, effectively reaching consumers who are actively searching within that specific category.

These platforms appeal to users of different age groups, income levels and geographic locations, allowing cosmetics brands to reach a broad spectrum of customers with diverse preferences and needs. One of the many advantages is that brands can choose markets that match their target audience, ensuring a more effective reach.

Nine Leading Marketplaces in Europe for Selling Cosmetics

In Europe, there are several prominent marketplaces that provide excellent opportunities for selling cosmetics, each with its own reach and unique features. Here are some of the best marketplaces for selling cosmetic products in Europe:

Zalando

Zalando is a prominent European e-commerce company specializing in fashion and lifestyle products. It was founded in 2008 in Berlin, Germany, and has grown into one of the leading online retailers in Europe. Its focus on the fashion and beauty sectors ensures that cosmetics brands will be featured in an environment where consumers are already interested in personal care products. 

In 2023, Zalando reached a customer base of 51 million across 25 European countries, establishing itself as Europe’s leading multi-brand online fashion destination. Its growing popularity is also attributed to its sustainable, fair, and traceable practices. Zalando has been recognized for its success and transparency in disclosing its environmental and sustainability goals.

Zalando offers its services across a wide range of European countries. Here, we'll list only the three most popular ones. For a full list of countries, please click here.

• Zalando.de is mostly known as the leading fashion marketplace in Germany, however, it does also have a significant presence in the beauty and cosmetics market. In 2023, it achieved net sales of $2.7 billion, and by July 2024, it was reported a total of 25.82 million visits.
• Zalando.fr, in 2023, achieved e-commerce net sales of $752.5 million. In June 2024, the site received 14.41 million visits.
• Zalando.co.uk is gaining traction in the British market. In 2023, its e-commerce net sales totaled $219.8 million, and in June 2024, the site attracted 1.95 million visits.

Cdiscount

Cdiscount is a leading e-commerce platform based in France, known for its wide range of product categories, including beauty and personal care. It was founded in 1998, the platform has become one of the largest online retailers in France and Europe. In 2023, Cdiscount achieved net sales of just over a billion US Dollars, the majority of which came from France, although it also received contributions from other countries.

The marketplace is committed to sustainability and responsible business practices, with 78% of online shoppers stating that these factors are important to them. In response, Cdiscount has increased its commitment to sustainability. Therefore, associating your brand with a company that prioritizes environmental and social responsibility can enhance your brand's image and appeal to environmentally conscious consumers.

Most of Cdiscount's sales take place within France, but its services also extend to several other European countries, including Germany, Belgium, Italy, Spain, Luxembourg, the Netherlands, Austria, Ireland, and Portugal. In June 2024, Cdiscount.com received 46.05 million visits.

Privalia

Privalia was established in 2006 in Barcelona, Spain, and quickly gained popularity among consumers, which enabled the company to expand its operations and enter new markets. In 2010, Privalia began operations in Italy, followed by Brazil in 2011 and Mexico in 2012. In 2016, the company reached a significant milestone by being acquired by Vente-Privee, a prominent and one of the most popular French marketplace. This acquisition allowed Privalia to tap into Vente-Privee’s extensive network and resources, further enhancing its market position.

Privalia is known for its flash sales and exclusive deals, attracting a customer base that values high-quality products at competitive prices. This can be especially beneficial for cosmetics brands looking to reach a fashion-forward, trend-conscious audience. Privalia’s flash sale model creates a sense of urgency and exclusivity, which can drive sales and create buzz around your brand. This model is particularly effective for launching new products or clearing inventory quickly.

In 2023, Privalia concluded the year with total revenues of $208.7 million, and by July 2024, it had recorded 6.546 million visits globally.

Allegro

Allegro is a leading e-commerce platform in Poland and Eastern Europe, renowned for its extensive product range, competitive pricing, and strong presence in the local market. Founded in 1999 as a small online auction site, Allegro has evolved into a comprehensive marketplace that today hosts over 290 million offers and 135,000 sellers from around the globe. By 2023, Allegro had nearly 20 million active buyers, making it the preferred platform for Polish consumers, much like Amazon or eBay in other regions.

The Health & Beauty is the second most popular category on Allegro and it offers products such as cosmetics, dermocosmetics, supplements, manicure and makeup items, fragrances, and personal care products.

Douglas

With worldwide web traffic of 8.178 million users in July 2024 and a 2023 revenue of approximately four billion euros, Douglas has positioned itself as a leading premium beauty retailer in Europe. Renowned for its extensive selection of high-quality cosmetics, skincare, fragrances, and personal care products, Douglas has evolved from its humble beginnings as a small soap factory in Hamburg, Germany, into one of the most recognized names in the beauty industry. Today, it operates more than 2,400 stores across 26 countries, with a strong online presence and dominant market positions in its five largest markets: Germany, France, Italy, the Netherlands, and Poland.

If your online brand is looking to deepen its commitment to sustainability, Douglas could be the perfect partner. Since 2022, the company has been working closely with brand partners on sustainability initiatives. By 2030, Douglas aims to collaborate exclusively with cosmetic brands that are 80% vegan, meaning products free of animal-derived ingredients. This focus aligns with the exponential growth of the vegan cosmetics market in recent years.

ASOS

ASOS was founded in 2000 in London, UK, and its success led to the launch of dedicated websites for key international markets in 2010, including the US, France, Germany, and Spain. That same year, ASOS introduced its "Fashion with Integrity" program, which emphasizes sustainability and ethical fashion, implementing initiatives to reduce its environmental impact and promote responsible sourcing.

As a leading online fashion and beauty retailer, ASOS has a large and engaged customer base, particularly among younger consumers aged 18 to 34. Its popularity is reflected in its impressive figures—in 2023, ASOS generated £3.54 billion in revenue and had a customer base of 23 million, with the majority located in the UK.

Bol

Bol.com is one of the largest and most popular e-commerce platforms in the Netherlands and Belgium, with a well-established beauty and personal care category that sees a growing number of consumers purchasing cosmetics and skincare products online. Originally launched in 1999 as an online book retailer, Bol.com has since evolved into a comprehensive marketplace offering a wide range of products, including home goods, fashion, and beauty items. Its reputation for reliability, vast product selection, and customer-friendly services has earned it the nickname "Amazon of the Netherlands."

This popularity is reflected in its web traffic—Bol.com received 76.26 million visits in July 2024 and boasts a total of 13 million active customers. While its primary market is in the Netherlands and Belgium, Bol.com also has a strong presence in France. Its dominant position in these markets, coupled with a strong reputation for reliability and customer satisfaction, means that consumers trust Bol.com to deliver quality products consistently.

Feelunique

Feelunique is from the United Kingdom and was founded in London in 2005 and has since established itself as a leading online beauty retailer with a significant presence in the UK and across Europe.

The e-store is a specialized marketplace dedicated exclusively to beauty and cosmetic products. Its e-commerce net sales are predominantly generated in the United Kingdom; in 2023, the platform achieved net sales of $43.1 million. Although most of Feelunique's web traffic comes from the UK, the marketplace also extends its services to various European countries, including France, Germany, Spain, Italy, and many more.

Kruidvat

Kruidvat was launched in 1975. Initially starting as a small drugstore in the Netherlands, it has since grown into one of the leading retail chains specializing in health, beauty, and personal care products. In 2000 it launched its online store and this expansion allowed the retailer to extend its reach beyond physical stores and offer its products through e-commerce channels.

In 2024 enhanced its e-commerce strategy by introducing a dedicated marketplace for baby products on its webshop. With nearly 1,000 physical stores throughout the Netherlands and 3 million weekly online visitors. Kruidvat is a major player in the Dutch retail market. The company primarily serves customers in the Netherlands and Belgium and has recently expanded its services to France and Spain.

In 2023, the marketplace reported a revenue of $355.7 million, and by July 2024, its web traffic had reached 954.829 visits.