Beauty and wellness spending becomes more calculated

Greek consumers are adopting a more structured and strategic approach to spending on beauty and wellness products, according to a Revolut survey conducted by market research company Dynata.

The findings indicate a clear shift in how individuals manage their personal care budget, with spending increasingly treated as a planned financial category rather than an impulsive activity.

The research shows that 25 per cent of respondents actively plan and save money for personal care, highlighting a more strategic approach to lifestyle-related spending.

This marks a broader move away from impulsive purchases, with consumers becoming more disciplined in how they allocate funds for beauty and wellness.

At the same time, 20 per cent of respondents said they are more likely to spend when there are discounts or promotions, underlining the continued importance of value for money in purchasing decisions.

The study also shows that personal care remains a priority even under financial strain.

Around 10 per cent of respondents said they make sacrifices in other areas to maintain their spending on beauty and wellness needs.

A further 3 per cent admitted they exceed their planned budget in order to avoid disrupting their established personal care routines.

The findings also point to a significant decline in celebrity influence on consumer decisions in Greece.

Instead, purchasing behaviour is shaped more by trust, authenticity and personal recommendations.

The survey found that 31 per cent of respondents said they are influenced by family and friends, while 17 per cent rely on advice from professionals such as dermatologists and experts.

In addition, 7 per cent are influenced by social media creators, while only 2 per cent said that celebrities affect their choices.

The research suggests that financial tools are becoming increasingly relevant as consumers seek better ways to manage lifestyle spending.

When asked what would encourage them to spend more on beauty and wellness, 33 per cent of respondents selected personalised offers.

A further 31 per cent pointed to loyalty programmes, while 25 per cent said interest-free instalment payment options would be a key incentive.

Meanwhile, 9 per cent said they would value a dedicated savings feature for personal care budget management.

“The findings show that Greek consumers are approaching spending on beauty and wellness with greater planning and consideration,” Ignacio Zunzunegui, Head of Growth for Southern Europe and Latin America at Revolut, said.

“We are seeing increasing demand for financial tools that help manage lifestyle-related spending, whether through saving, accessing benefits via purchases or closely tracking expenses,” he added.

“Financial technology is helping consumers maintain their preferred habits while keeping control over their finances,” Zunzunegui continued.