According to the fourth edition of the Klarna Beauty Report, perceptions of beauty are changing. They go beyond aesthetics to encompass well-being, individual awareness, and the use of technology to support consumer choices. The study paints a picture of a more thoughtful, connected consumer who is seeking transparency.
The survey was conducted in September 2025 by Klarna, in collaboration with the polling institute Appinio, among a sample of 1,000 women residing in France.
French women favor a wellness approach, where sustainability and personalization guide their purchasing decisions.
Three product categories are of particular interest to consumers: organic skincare (33.1%), beauty supplements (32.2%), and K-Beauty (27.6%).
Conversely, interest in celebrity brands is declining. Only 15.1% of respondents say they are willing to try them. “This proves that brand awareness is no longer enough: what matters today are formulas, visible results… and experience,”” comments Klarna.
Artificial intelligence, the new beauty companion
Artificial intelligence is gradually establishing itself as a decision-making tool. While 72.5% of French women do not yet use it, some already use it to analyze ingredients (10.3%), receive personalized recommendations (9.4%), or obtain a targeted diagnosis (8.5%).
Nearly half of them (47.8%) say they are ready to adopt an AI shopping assistant capable of comparing prices and suggesting suitable products, and 42% are considering making a beauty purchase with its support.
Price remains a decisive factor
Budget remains a key factor: 49.7% of French women say they avoid buying products they consider too …
