She Strengthens

The Unspoken Truth About Beauty Spending

A Multibillion-Dollar Industry

The beauty industry is a behemoth, with Americans spending billions of dollars each year on cosmetics, skincare, and hair care. The average American woman shells out $313 per month on her appearance, which may seem steep, but broken down into individual categories, it’s not entirely surprising. After all, our physical presentation plays a significant role in our self-confidence, how others perceive us, and even our career advancement.

The Attractiveness Bias

While both men and women face social pressures to look a certain way, women are expected to do more to meet an arbitrary definition of beauty. Men reportedly spend $51 on their face alone each month, while women spend nearly double that amount. The attractiveness bias affects everyone, but women are disproportionately impacted.

The Double Standard

A Wall Street Journal article revealed that interviewers still consider women without makeup to be less favorable candidates than those who wear it. This practice is rooted in a long history of sexism that ties a woman’s worth to her aesthetics. The same double standard has an even greater effect on how women of color spend on beauty, with Black women spending up to 9 times more than the national average on monthly personal care.

More Than Just Vanity

Beauty spending is not just about superficial indulgence; it’s about feeling confident, prepared, and empowered. For some, it’s a personal strategy for bettering their lives. Dominican women, for instance, are willing to spend up to 30% of their salary on hair relaxing treatments for various individual reasons, including social advancement and hair maintenance.

Time Is a Precious Commodity

When women don’t have to spend extra time prepping their hair, they can focus on other aspects of their lives. With women working longer hours and holding down multiple jobs more than ever before, time is a precious commodity. A $30 wig or a $150 weave can give someone an extra hour of sleep, making it a worthwhile investment.

Beauty as a Marketing Tool

In some professions, beauty purchases can be considered a marketing tool. Cardi B, for example, credits her breast implants with increasing her earning potential as a stripper.

The Moral Undertones

Discussions surrounding money and beauty often come with moral undertones, implying that women are selfish and vain for spending on their appearance. However, this neglects the fact that society expects women to look a certain way, while judging them for trying to achieve it.

The Privilege of Choice

For low-income women, the choice to spend on beauty doesn’t exist, as they often have to prioritize other needs. Currently, EBT/SNAP doesn’t even cover basic “beauty” items like razors and deodorant, which are deemed luxuries rather than necessities.

Empowerment Through Beauty

My personal belief is that beauty is not a luxury, but a necessity for navigating and surviving this world. It’s a form of capital that can help us with our careers, but also something that makes us feel like our best selves. Beauty is aesthetics, hygiene, art, opportunity, self-care, and fun. And it’s necessary.