Sweden had the highest percentage of Gen Z online beauty shoppers compared to other European countries in the second quarter of 2023. Almost half of Swedish Gen Z consumers purchased make-up related goods through digital channels. The United Kingdom and Germany, in turn, had the highest percentage of millennial beauty shoppers, at around 54 percent. Greece had the highest share of Gen X and baby boomer beauty shoppers, with 40 percent and 29 percent, respectively.
Share of consumers purchasing beauty products online in selected European countries in 2nd quarter 2023, by generation
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Share of consumers purchasing beauty products online in selected European countries in 2nd quarter 2023, by generation
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consumers who shop beauty products online on a monthly basis
Supplementary notes
*Consumers participated in the survey in the following countries: the U.S., UK, Ireland, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czechia, and Greece.
A minimum of 1,000 respondents participated from each country.
The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.
The source does not provide a release date, the date used is that of last access.
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Klarna. (January 19, 2024). Share of consumers purchasing beauty products online in selected European countries in 2nd quarter 2023, by generation [Graph]. In Statista. Retrieved February 28, 2025, from https://www.statista.com/statistics/1446107/europe-online-beauty-shoppers-by-generation/
Klarna. "Share of consumers purchasing beauty products online in selected European countries in 2nd quarter 2023, by generation." Chart. January 19, 2024. Statista. Accessed February 28, 2025. https://www.statista.com/statistics/1446107/europe-online-beauty-shoppers-by-generation/
Klarna. (2024). Share of consumers purchasing beauty products online in selected European countries in 2nd quarter 2023, by generation. Statista. Statista Inc.. Accessed: February 28, 2025. https://www.statista.com/statistics/1446107/europe-online-beauty-shoppers-by-generation/
Klarna. "Share of Consumers Purchasing Beauty Products Online in Selected European Countries in 2nd Quarter 2023, by Generation." Statista, Statista Inc., 19 Jan 2024, https://www.statista.com/statistics/1446107/europe-online-beauty-shoppers-by-generation/
Klarna, Share of consumers purchasing beauty products online in selected European countries in 2nd quarter 2023, by generation Statista, https://www.statista.com/statistics/1446107/europe-online-beauty-shoppers-by-generation/ (last visited February 28, 2025)
Share of consumers purchasing beauty products online in selected European countries in 2nd quarter 2023, by generation [Graph], Klarna, January 19, 2024. [Online]. Available: https://www.statista.com/statistics/1446107/europe-online-beauty-shoppers-by-generation/
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