Klarna’s partnership with Beautycounter is an extension of its wider push into beauty and skincare amid rising consumer demand for these categories
Klarna, the global payments and shopping platform, have announced a partnership with Beautycounter, the leader in safer skin care and cleaner cosmetics, to enable customers to shop for the products they love with financial flexibility through Klarna’s four equal, interest-free instalments.
The partnership further expands Klarna within the beauty category and offers customers additional ways to shop at a time when consumers are prioritising their health and personal care.
“Our mission is to get safer products into the hands of everyone with a commitment to educate consumers, formulate with responsibly sourced ingredients, and advocate for more health-protective laws,” said Gregg Renfrew, Founder and CEO of Beautycounter. “As the leader in clean beauty, partnering with Klarna means we are meeting customers wherever and however they like to shop through more financial control and convenience.”
Data from the Klarna app show that Gen Z shoppers in the US have increased their spending on clean beauty by nearly 26% since the start of the pandemic, the most of any demographic group.
Additionally, amongst the more than 2 million items that were wish listed on the Klarna app in the past year, personal care products such as sleeping masks, facial protective primers, concealers and peeling solutions ranked amongst consumers’ top picks. For Beautycounter, the All Bright C Serum was the company’s most successful product launch in its history during the height of the pandemic, selling out its six-month supply in less than three weeks.
“Consumers today and Gen Z in particular, are demanding increased transparency from brands, whether it’s from ingredients in the products they buy to the payment solutions they choose,” said David Sykes, Head of US at Klarna. “We’re excited to partner with Beautycounter, the leader in clean beauty, to offer their customers alternative payment options to shop for the safer and cleaner items they want during these times.”
Klarna recently conducted a consumer survey around holiday shopping and found that 79% of respondents would rather be healthy than wealthy this holiday season, a desire that dovetails with rising consumer interest in clean beauty.
The survey also found that 56% of consumers think that malls will not return to their heyday, indicating that online shopping experiences will grow even more important. The popularity of Beautycounter’s free virtual beauty consultations, The Virtual Counter, which have been booked out every day since launch, underscores this finding.
Klarna’s partnership with Beautycounter is an extension of its wider push into beauty and skincare amid rising consumer demand for these categories. The company has recently partnered with Sephora, Augustinus Bader, Beauty Bay and OUAI amongst others in the beauty category.