In a survey of 15,000 beauty shoppers, Klarna, the world’s leading global payments and shopping provider, asked consumers how they’re shopping for beauty during the pandemic and the trends they expect to continue. Key highlights of the report include:

  • Clean beauty is having a moment: for younger generations, the biggest consideration when shopping for beauty products was natural, non-toxic ingredients. Gen Z and Millennials were also more inclined to buy cruelty-free and vegan products than their older counterparts.
  • Many younger shoppers plan to return to beauty stores once the vaccine is available. (About 30% of Gen Z, and 24% of Millennials said as much.) While 67% of respondents preferred in-store shopping pre-pandemic (with more than half shopping for beauty products in stores at least once a week, and 11% of Gen Z shopping in stores three or more times a week), 42% of shoppers say they will not shop any differently once the vaccine rolls out.
  • The option to pay for a purchase over time in installments was cited as by far the biggest factor in improving the online shopping experience during the pandemic, across all age groups, with 75% of Gen Z, 76% of Millennials, 74% of Gen X and 74% of Boomers saying as much. Overall, 88% of shoppers say they are more likely to shop with a beauty brand that offers a BNPL option