Over the past few months, Drag Race stars Kim Chi, Katya, Trixie Mattel, and more have bombarded their followers with social media ads for a service called Klarna, but financial experts, when asked for comment, don’t share the queens’ enthusiasm.

“I’m a psychopath who likes to shop on Klarna,” Trixie laughed on a recent episode of UNHhhh (sponsored by Klarna).

“I want to talk to you about my favorite shopping app,” Kim Chi told her followers in an Instagram Story in late May. “There’s no interest! ... It’s almost too good to be true.”

Several additional Drag Race stars, with social media followers totalling in the millions, have been sponsored by Klarna as “ambassadors,” the company confirmed.

“At this point I’m expecting season 12 to feature Klarna the Rusical,” wrote one Reddit user.

Though Klarna may be unfamiliar to many in the U.S., the company has been around for a little over a decade in Europe. The pitch is simple enough: Users download the Klarna app, which presents them with a selection of items available through various partner retailers — a bit like shopping on Amazon. But unlike with the e-commerce giant, purchases through Klarna “Pay in 4” service are split up into four payments made every two weeks. You pay for a quarter of the purchase up front and then the remainder in three installments of 25% over the following six weeks.

That so many drag queens are endorsing the service is intentional: Klarna launched a campaign in May called Shop Like a Queen, focused on the Drag Race stars’ followers.

“Klarna thrives in being different,” wrote Klarna representative Melissa Clements in an email interview with them., adding that the company is “showing is [sic] unwavering support for drag and LGBT groups.”

When asked if Klarna engages in any charitable giving to LGBTQ+ nonprofits, Clements wrote that the company might in the future but hasn’t committed to any particular beneficiary.

Meanwhile, some financial advisers are wary about taking on debt through “buy now, pay later” services.

"The less we understand about what we’re paying for something, the more we get unconscious about what we’re spending," says financial advisor David Auten.

“Any time you’re buying now and paying later, you’re putting yourself at risk of falling into a hole of never-ending debt,” says David Rae, a planner who specializes in financial issues for the LGBTQ+ community.

“If you hit the breaking point with one too many purchases,” he warned, “it’ll suddenly go from ‘it’s fine’ to ‘I didn’t know how much that interest would be,’ and it can compound out if you have a lot of purchases.”

That can be a particular risk when services split up payments into intervals that are atypical, such as bi-weekly instead of monthly, says David Auten. Auten cofounded the company Debt Free Guys with his husband, John Schneider. “Back in the day when we used to use checkbooks,” Auten says, “a lot of people didn’t know that they wrote checks and didn’t have money that they already spent. This reintroduces that. Their account is going to be drafted, and they may forget that they’re going to be spending $25, $50, $100 every two weeks.”

Responsible budgeting with Klarna, Auten says, would require users to keep track of their current balance and anticipated debts, so that they won’t be surprised when a scheduled payment hits and their balance suddenly drops. (Klarna does not allow users to pay off their “Pay in 4” balance ahead of schedule, though they do allow early payments through other Klarna services.)

Because of those regular debits, users could be at risk of being hit with unexpected fees. A bank could impose an insufficient-funds fee or an overdraft fee, according to Auten, or a credit card could impose a fee for maxing out.

“We encourage financial responsibility among all of our users,” a Klarna rep wrote to them. “Klarna is a financial tool, that when used correctly, helps anyone budget for that big-ticket item or split out payments for a mini splurge.”