Online retailer Beauty Bay has partnered with payment provider Klarna to help drive growth.

Customers will now be able to use the pay later service when checking out online, receiving their products while paying for them up to 30 days later, with no interest or fees.

The announcement comes as Klarna has revealed its latest research into the beauty industry - conducted among 1,022 UK adults who have bought a beauty product in the last six months - finding that 55 per cent of shoppers prefer to shop online so that they can access the latest beauty products earlier.

In terms of improving customer experience, returns (38 per cent), reviews (37 per cent) and only showing items in stock (36 per cent) were most in demand, in comparison to inspirational recommendations (20 per cent) or better personalisation (19 per cent).

Luke Griffiths, general manager at Klarna UK, said his company’s latest research showed 78 per cent of online beauty shoppers would be more likely to purchase an item online if they could pay for it after delivery.

David Gabbie, joint executive officer at Beauty Bay, added: “Partnering with Klarna to offer their Pay later solution means we can give our customers more freedom and flexibility when buying online — helping us to boost sales, drive loyalty and increase customer satisfaction.”

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