Behind the scenes
Skincare booming among younger generations
by Tobias Heller
Beauty craze generates record sales for Galaxus in Switzerland
2.4.2025
Translation: Katherine Martin
People in Switzerland have been splashing the cash on their appearance. Between 2022 and 2024, sales of beauty products on Galaxus grew by 120 per cent – and the trend’s showing no signs of stopping. The latest sales figures reveal many customers are clamouring for voluminous curls, long and thick eyelashes, glossy nails and flawless skin.
The swing doors open. You’re greeted by a blast of uncomfortably warm air. All manner of fragrances assault your nostrils. Make-up artists work away on their customers, while shoppers sniff new perfumes and eye up the face creams promising ultra-smooth skin. It’s an experience we’re all familiar with: walking through the beauty section of a department store.
But could this experience soon become a thing of the past? Consumers in Switzerland are increasingly buying beauty and personal care products online. At Galaxus, demand has been ballooning for years, with beauty sales rising 120 per cent between 2022 and 2024.
So, which beauty products are particularly popular right now? And which body parts are Swiss customers most likely to treat to a pampering session?
The dream of bouncy curls
Let’s kick off our analysis with the hair care section. The most sought-after products right now are hair oils and serums, with sales doubling in 2025 compared to the same period last year. This year, customers have also bought over 50 per cent more hair masks and 66 per cent more scalp care products than last year. To sum it up, Switzerland’s willing to fork out for healthy hair and a well cared-for scalp.
In a bid to add volume to their hair-dos, more and more customers are adding mousse (+76 per cent) to their shopping carts. But that’s not the only thing mousse can be used for. With wavy hair still all the rage in 2025, curling mousse is a valuable weapon in the hair care arsenal. It’s the same story for hair rollers, sales of which are up 66 per cent on last year. That’s following an 80-per-cent increase in demand in 2024.
Switzerland’s fluttering its eyelashes
Beauty enthusiasts in Switzerland are giving eyelashes a lot of attention right now, with long, voluminous lashes in high demand. Galaxus customers have bought significantly more lash serums (+81 per cent), mascara (+60 per cent) and fake eyelashes (+47 per cent) in the first quarter of 2025.
Customers are also keen to create thicker, fuller and more defined eyebrows – a result that’s more easily achievable using brow tint (+53 per cent). Most available shades can be applied to eyelashes too. Eyebrow gels (+41 per cent) can then sculpt brows into the perfect shape. Brow pencils, on the other hand, aren’t going down quite as well with customers as they have been in previous years. In the first quarter of 2025, Galaxus recorded sales growth of «just» 22 per cent in that sector.
Could skin imperfections soon be wiped out altogether?
Galaxus customers bought more face creams, serums and skincare tools last year than ever before. Young adults in particular are investing in facial skincare earlier and earlier these days – and spending more and more.
However, the demand curve hasn’t yet reached its peak. In 2025, sales of face creams and serums have gone up by two thirds.
Face mask sales, meanwhile, have risen 80 per cent. One of the main products pushing up sales in the facial care category are pimple patches, small plasters designed to get rid of zits quickly. In 2025, sales of pimple patches have quadrupled on Galaxus compared to the same period last year.
Radiant faces for as far as the eye can see
Moving on to make-up, BB creams (blemish balm) and CC creams (colour correcting) are seriously in right now. Following demand doubling last year, Galaxus has recorded a 90-per-cent increase in sales of these creams this year.
That’s plenty of happy, glowing-faced customers. More and more make-up enthusiasts are turning to highlighters and bronzers, with 130 per cent more of these complexion boosters finding their way onto Swiss make-up tables in 2025 than in 2024.
Making an impression with beautiful nails
In 2025, Galaxus customers have bought about 30 per cent more nail polish, nail styling products and false nails than during the same period last year. The most popular shade of polish and artificial nails? Transparent. However, that doesn’t mean brightly coloured nails are out. Clear nail polish is often just used as a base and top layer. While a base coat protects the nail and improves the adhesion of the coloured polish, the top coat seals in the colour and creates a glossy finish.
Pink and red are the most popular colours of nail varnish. When it comes to false nails, both white and multicoloured sets are especially coveted.
Varnish or no varnish, customers are keen for their nails to have the wow effect. From classic nail care products to anti-nail biting solutions, Galaxus’s nail sector has been booming for over a year now. In 2024, the online retailer sold 66 per cent more nail care products, with the figure hitting 70 per cent in 2025.
All this to say that in the first quarter of 2025, customers in Switzerland truly have given themselves a head-to-toe glow-up – from the roots of their hair to their toenails.
Which beauty product do you swear by? Which product would you avoid at all costs? We’re looking forward to reading your recommendations in the comments.
Header image: Shutterstock
Tobias Heller
Communications Manager
Tobias.Heller@digitecgalaxus.chBeauty
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