Graphics: Semmi W.

Even when salaries are equal, the real cost of looking “put together” can quietly change how much people actually take home. Around the world, women still spend significantly more on beauty and personal care products than men. Recent industry estimates suggest women spend roughly $4,845 per year in the United States and about $8,500 in the United Kingdom on beauty and personal care, compared with about $1,080 and $838 for men respectively (Professional Beauty; NielsenIQ; Helplama; Grand View Research; Bread Financial; Ulta Beauty). Over time, those differences compound. Adult women spend between $225,000 and $300,000 on beauty products and routines over a lifetime (SkinStore survey cited by Elle). The visuals below highlight key stats related to recent data on spending habits by adult women, from daily grooming time to hair-care costs that disproportionately affect Black women. Research shows Black women spend significantly more on specialized hair products and salon services, reflecting both cultural practices and higher product costs per ounce (NielsenIQ; National Library of Medicine).

Graphics: Semmi W.

Data Sources: Professional Beauty, NielsenIQ (NIQ) and Helplama, Grand View Research, Bread Financial, Ulta Beauty, Elle, SkinStore Survey, National Library of Medicine, Today/AOL Survey, Semantic Scholar

Full disclosure: Well-researched and published data on spending patterns related to beauty and grooming habits are often restricted to Western nations. The idea of a “Beauty Tax” overlaps with but is not identical to what is often called the “Pink Tax,” which refers to gender-based price differences for similar products. Some governments have begun addressing that burden. Scotland made period products free nationwide in 2020, and Kenya removed taxes on menstrual products in 2004 (becoming one of the first countries to do so) and later introduced programs to distribute free sanitary pads to girls in all public schools.

Younger consumers are completely reshaping the market. In 2024, The Cut reported how Gen Z and younger Millennials spend up to $9,784 (annually) on beauty products (data via Statista). Men within those age groups are also being paid more attention to. Major beauty and wellness brands like Clinique, Tom Ford, Chanel, and Humanrace have diversified product lines and craft marketing messages designed to break old-school beliefs about “manly” personal care. Why? The global men’s grooming industry also commonly refer to as the “He Economy" is expected to surpass $115 billion within the next decade (Grand View Research, Vogue).

Still, more research is needed to understand how beauty spending intersects with race, queer identity, age cohorts including Baby Boomers (who are living more active lifestyles as seniors), and income levels. Whether it’s fair or not, many women working across all industries invest in their appearance because it is often linked to perceptions of professionalism, networking opportunities, and career advancement. As spending habits across ages and genders evolve and costs continue to rise, the real question is how these appearance expectations will shape what people ultimately pay to participate in the workplace.

What are your thoughts? Drop your comments below! Or tell me what you think on Threads + Instagram via @semmiw.

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