The (Klarna Beauty Trend) Report is Out

If you’re single and tend to go for dark red as your preferred lipstick colour, you’re not alone: 28% of the unattached prefer this tempting shade. On the other hand, more than a third (38%) of those who are paired up lean toward pink and rose tones.

These were just a few of the fascinating insights in the new bi-annual trend report released by leading global all-in-one shopping app Klarna. The trend report is based on Klarna’s shopping index, an external, representative survey, as well as insights from beauty experts. The former is calculated out of Klarna’s online beauty shopping data from Germany and Austria and indicates if product sales have de- or increased throughout the year. For the external survey, Klarna asked over 3,000 people in Germany and Austria aged 18 to 55+ about their favourite beauty products, technologies, and routines.

Consequently, the report shares what beauty trendsetters should keep their eyes on when it comes to new colours, products, and consumer behavior.

And speaking of eyes: Shades of brown (25%) and black eyeshadow as a combination with smokey eyes (17%) were found to be a favourite across the 18-44 years old. Smokey eyes proved to be a perennially popular makeup style: a classic evening looks to match the sultriness of the little black dress.

However, vibrant colours are making a splash among experimental millennials (25-34 years), 14% of whom chose yellow as their eyeshadow colour of choice for 2021 (with another 14% going for grey, the official Pantone colour trend of the year). In the Gen X group (41- 56 years), 20% opted for turquoise.

The Klarna trend report also nailed some interesting trends when it comes to manicures. While the range of nail polish colours continues to grow, shades of red — as with lipstick — remain a popular choice for many beauty insiders.

Among all trend and beauty-savvy respondents, dark red (21%) and classic red (12%) emerged as the most popular nail polish colours. Pink came in next at 10%, followed by nude and coral/peach, both at 9% and pastel shades at 7%. Interestingly enough, men also tend toward red, with about a third of them naming shades of red such as dark red and classic red (34%) as their favourite polish colour.

Shape counts, too, with respondents leaning toward clean, classic styles. The most popular shape among respondents (34%) is oval, meaning it’s time to say goodbye to the fierce, pointy look popular in past seasons. Also decidedly passé are nail art de- signs and patterns, according to 51% of respondents.

Environmental responsibility also is beginning to impact buying patterns on a wider scale, especially among Millennials (25-34 years) and Gen Z (18-24 years) consumers. These target groups, in particular, tend toward vegan, animal-free, and eco-friendly products whenever possible, with nearly a third (30%) of Gen Z consumers surveyed indicating that they have consciously exchanged beauty products for more environmentally friendly alternatives since last year.

On a broader scale, the trend report also suggests that the body-positive moment is having a tangible effect on consumer purchasing patterns. Almost half of all respondents (48%) stated that they no longer use products designed for body optimization. And nearly one in four (24%) of respondents who identify as female confirm that they used to buy anti-cellulite products but no longer purchase them.

At the same time, these insiders take anti-ageing initiatives seriously. The Klarna trend report revealed that a third of participants (31%) indulge in skin treatments on a regular basis, often in the privacy of their own bathroom, with products containing hyaluronic acid growing in popularity.

Indeed, hyaluronic acid continues to establish itself as a must-have addition to any daily skincare routine, with 22% of all respondents naming it as the most effective ingredient. The acid is in first place in all age groups as well as explicitly among trend and beauty insiders, with products containing it increasing by 16% since the beginning of 2021.

The Klarna trend report also documents a sizable increase in the purchase of products with special combinations of active ingredients or concentrated activators such as boosters by 144% and firming creams by 103%.

You just might discover something new about your own sense of style — or be inspired to try something new, whether it’s a kicky, ahead-of-the-trend nail color or a product designed to keep your skin looking as young as you feel.