Europe: online beauty shoppers by gender 2023

In Europe, women buy beauty products online more than men, according to a survey done in the second quarter of 2023. Greece and Sweden recorded the highest percentage of female beauty shoppers, at 47 percent. Poland and the United Kingdom, in turn, had the highest share of male online beauty shoppers, at 29 percent.

Share of consumers purchasing beauty products online in selected European countries in 2nd quarter 2023, by gender

Characteristic	Male	Female
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Release date

January 2024

More information

Region

Europe

Survey time period

Q2 2023

Number of respondents

19,293 consumers*

Special properties

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, Czech Republic, 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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