Published
October 16, 2025
Zalando aims to boost its beauty business. To that end, the e-commerce company has appointed Thomas Schwulera as vice president, Beauty. Effective immediately, Schwulera will be responsible for the overall strategy for the platform’s beauty offering, which recorded double-digit growth last year.
Zalando
Thomas Schwulera joins Zalando from L’Oréal, where he spent the past ten years in senior roles across various European markets as well as at the business’ global headquarters in Paris. He brings extensive expertise in digital transformation and e-commerce, as well as in managing premium beauty brands.
Schwulera and his team will focus on accelerating the expansion of Zalando’s beauty offering across Europe through enhanced curation, technology-enabled personalisation, and engaging content formats.
The appointment underlines Zalando’s strategic focus on beauty as part of the expansion of its lifestyle offering. As 76% of the more than 52 million active customers already shop across multiple categories, the beauty segment continues to offer considerable growth opportunities, according to the Berlin-based company. Zalando relies on a curated selection of leading beauty brands, seamlessly integrated into its own fashion and lifestyle ecosystem, and differentiates itself through inspiring and entertaining content.
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