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Klarna shares insights on the 2022 beauty consumer

Camilla Rydzek
08 March 2022

Beauty sales in January and February 2022 had increased by 60% compared to 2021 - signifying a strong recovery for the sector, according to Klarna's Head of Partner Success Jen Haslam.

Speaking at Klarna's first Smooth Session event of the year, Haslam spoke on the topic "Introducing the New Age of Beauty" alongside Jules Von Hep, Founder of Isle of Paradise, Sonia Haria, Beauty Director at the Telegraph and Grace Vernon, Global Cultural Insight & Trend Lead at Walgreens Boots Alliance.

During the discussion Haslam shared insights into the 2022 beauty consumer from the company's user database, which showed that the beauty has industry to flourish.

Haslam revealed that beauty sales in 2020 soared by 63% in January and February compared to March and April, when the COVID-19 pandemic first took hold. In 2021 Klarna saw a 47% increase in beauty sales against 2020, growth that was superseded in 2022, when the company saw sales increase by 60% against 2021.

She also revealed that Klarna has seen a change in the beauty demographic in 2022, with 54% off shoppers being Millennial and 22% being Gen Z. Lastly, she also highlighted that the men's grooming category had seen growth across all age groups, and that Klarna had seen a 40% increase in men’s grooming products being added to Klarna’s Wishlist.

Klarna Smooth Session 2022

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