Klarna Beauty Report 2025: how the beauty world is evolving From beauty preferences to the introduction of artificial intelligence in daily routines
The concept of beauty is no longer tied only to creams and lipsticks, it’s increasingly intertwined with personal well-being, sustainability, and technology. This is confirmed by the Klarna Beauty Report 2025, a study that explores how Italian consumers are transforming their beauty routines. Today, choices are becoming more conscious: what truly matters are results, transparency about ingredients, and access to targeted products. The only real obstacle? Prices, often too high.
Conscious skincare and beauty tech are the trends of the moment
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According to the report, the most popular trends include organic beauty (36.3%), Korean skincare (31.6%), and sustainability (25.4%). Interest is also growing in personalized treatments, such as DNA-based solutions, and beauty tech devices like LED masks or microcurrent tools. On the other hand, celebrity beauty brands are losing appeal: purchasing decisions are increasingly driven by ingredients, results, and transparency. At the same time, as already mentioned, price remains an issue: more than half of Italian consumers give up on products that are too expensive, opting instead for solutions that offer a good balance between quality and cost. To make the right choice, tools like discounts, cashback, installment payments, and trustworthy reviews are becoming essential.
And this is where AI comes in
The real innovation of 2025 is the arrival of artificial intelligence in beauty routines. Even though many Italians haven’t tried it yet, curiosity is growing around using AI to analyze ingredients, receive personalized recommendations, or discover more affordable alternatives. Two out of three would like a smart assistant like Klarna’s, capable of suggesting products and comparing prices in real time. But beauty isn’t only digital, it’s still, above all, a moment of self-care. For many women, skincare is a stress-relieving ritual, a personal moment that instantly makes them feel better. Today, beauty is this: a mix of innovation and authenticity that helps us take care of ourselves from every angle.
