# O2O Eco Beauty Shops Zalando's Beauty Station Boasts Stainless Steel Cubes & Recycled Cup Shelving By Laura McQuarrie | Published 2018-09-05 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/zalando References: [retaildesignblog.net](http://retaildesignblog.net/2018/09/03/batek-architekten-design-a-physical-beauty-store-for-online-retailer-zalando/) & [zalando](https://www.zalando.co.uk/women-home/) Online retailer Zalando recently opened its first brick-and-mortar Beauty Station, which serves as an inspiring, flexible and eco-friendly space for everything from events and beauty services and videos to be created for consumers. The [Instagram](https://www.trendhunter.com/trends/interactive-cosmetics-retail-stores-watsons-upgrades-its-stores-for-gen-z-a)-friendly beauty space boasts plenty of features to capture the hearts of design fans, as well as eco-friendly details to appeal to the sustainably minded shopper—examples of this include stainless steel display cubes and long shelves created with [recycled plastic cups](https://www.trendhunter.com/trends/cos-2). Within the [experiential beauty space](https://www.trendhunter.com/trends/plouise-city), consumers will find wash basins for their use, pivoting shelves that help to divide different sections of the shop, as well as a soothing interior color scheme of cream, beige and neutral shades. Image Credit: Marcus Wend ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 80% | Activity: 72% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Key Themes Behind This Trend - **O2O Eco Beauty Shops:** The rise of O2O eco beauty shops presents opportunities for companies to merge the convenience of online shopping with the experiential and sustainable elements of physical retail spaces. - **Flexible Pop-up Retail Spaces:** The concept of flexible pop-up retail spaces like Zalando's Beauty Station allows brands to create temporary immersive experiences, adapting to changing consumer demands and preferences. - **Sustainable Store Design:** The use of eco-friendly materials, such as stainless steel display cubes and recycled cup shelving, in store design opens up possibilities for disruptive innovations that combine aesthetic appeal with sustainability. ### Where This Applies - **E-commerce:** E-commerce companies can explore the integration of physical retail spaces to provide customers with a seamless online-to-offline shopping experience. - **Beauty and Cosmetics:** Beauty and cosmetics brands can leverage O2O eco beauty shops to engage customers through interactive experiences and showcase their commitment to sustainability. - **Retail Design and Visual Merchandising:** Companies specializing in retail design and visual merchandising have an opportunity to innovate by incorporating sustainable materials and creating flexible pop-up spaces that captivate consumers. ## Related on Trend Hunter - [Green Cosmetics Concept Stores](https://www.trendhunter.com/trends/innisfree-store.md) - [Inaugural K-Beauty Physical Stores](https://www.trendhunter.com/trends/skin-cupid.md) - [Interactive Beauty Destinations](https://www.trendhunter.com/trends/superdrug-beauty-playground.md) - [Digital Cosmetics Pop-Ups](https://www.trendhunter.com/trends/digital-pop-up.md) - [Immersive Luxury Cosmetics Pop-Ups](https://www.trendhunter.com/trends/la-beaut-louis-vuitton1.md) - [Eco-Friendly Retail Pop-Ups](https://www.trendhunter.com/trends/stella-mccartney-pop-up.md) - [Phygital Beauty Store Experiences](https://www.trendhunter.com/trends/sephora-store-of-the-future.md) - [Recycling-Focused Store Concepts](https://www.trendhunter.com/trends/cos-2.md) - [Virtual Beauty-Focused Stores](https://www.trendhunter.com/trends/world-of-beauty.md)