Glow Up Season 🎄🧖‍♀️

Laptop closed. OOO activated. It’s officially the holiday season and the party is just getting started. What better time of year to have a little fun with your look?

Whether you’re all about glam party vibes or more in the mood for a simple home spa situation, there are so many ways to beautify yourself, you’ll be occupied until the new year.

Overwhelmed? Don’t worry, we’ve already done the hard work. We’ve gone around the world to discover which beauty trends people are most excited about, and which beauty gifts they’ll be buying this Christmas. Enjoy ✨


Klarna’s Holiday survey was sent out online during October 2022 in collaboration with research agency Dynata to a representative sample of more than 17,540 consumers across 17 countries and 3 continents, with more than 1,000 respondents per country.

17,540 consumers

17 countries

It’s TLC o’clock.

The holiday season was built for pampering, and nothing says pamper more than carving out some well-deserved self-care time.

Trying something new.

Approximately 1 in 4 will experiment with new beauty styles and products.


28% will change the way they wear make-up or skincare during the holidays. Australia will experiment the most at 32%, while the Netherlands and Finland are the least likely to alter their routines, with 83% saying no.

Age ain’t nothing but a number.

While younger generations are far more likely to play around with their style, creativity is not restricted by age. Beauty trends are always changing and the holiday season is the perfect time to mix things up.


of Gen Z’ers change the way they wear make-up or use skincare during the holiday season.

The Beauty MVPs.

Take a seat, we’re about to get (beauty) school’d.

Inspiration is key.

Online tutorials are democratizing access to beauty experts and inspiring creators across the world.


of people globally are inspired by online beauty tutorials, while 19% will try to meet a beauty expert in person.

Christmas chameleon.

A natural, simple look? Full-face glitter glam? Smokey eyes? A red lip? Why choose one look when you could have them all? Or maybe not…


of people will be trying out glamorous looks & red lips this holiday season. But don’t take it too far! At 13%, maximalist looks are the least popular on a global scale.

Products, products, products.

What you put on your skin is important. But which products are top of the crop during the holidays?

The globe’s top 3:

72% make-up,

61% perfume,

55% skincare.

The right filter.

Finding the perfect product in an ocean of options can be overwhelming. Filtering is essential. But how?

The product

itself is the most important consideration (47%) closely followed by the brand (39%). Interestingly, the ingredients and formula (35%) are also a vital part of the selection process. Get savvy!

Gifting 101.

The ultimate gift ideas for you and yours featuring beauty bundles, special edition releases, and advent calendars.

Take notes.

These are the top beauty items and treatments found on wish lists across the world.

Top beauty items for Christmas:

49% Fragrance (cologne, perfume)

39% Make-up (lipstick, blush, mascara)

35% Skincare (serum, exfoliator, day cream)

If you know, you know.

Beauty aficionados know that when it comes to gifting, exclusive, limited-release products are the way to go.


have already bought beauty bundles and holiday limited editions.


are planning to buy them.

Younger generations buy holiday limited editions and beauty bundles more often.


of Gen Z’ers have either already bought holiday beauty bundles or are planning to.

When it comes to gifting, presentation is important.

Because who doesn’t want to open a beautifully wrapped present?


of people globally say they buy limited-edition beauty gifts because of the festive packaging.

What’s better than one beauty gift?

24 beauty gifts obviously! 21% of the people we spoke to agreed that advent calendars are a fantastic (and fun) way to sample a wide selection of products.

And that’s that.

Thirsty for more knowledge?

Make sure to check out the other reports available at Klarna Insights.