Beautycounter has partnered with Klarna (photo above of the payment app via Instagram/klarna). Now, Beautycounter's online shoppers have an easier way to pay, with four interest-free payments via Klarna's app. 

Gregg Renfrew, founder and CEO, Beautycounter, says, "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 U.S. have increased their spending on clean beauty by nearly 26% since the start of the pandemic, the most of any demographic group.

Klarna's partnership with Beautycounter is an extension of its wider push into beauty and skincare amid rising consumer demand for these categories. 

David Sykes, head of U.S. at Klarna, comments, "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. 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."

Skincare Tops Klarna's 'Wish-List'

Among 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 among consumers' top picks.

For Beautycounter, the Counter All Bright C Serum (shown above) 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.

Note: Beautycounter recently moved some of its skincare products, including Countertime and Counter+, into glass packaging -- eliminating one million plastic parts, the brand posted on Facebook.

Klarna's Holiday Shopping Survey

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.