The beauty industry’s anti-aging message has always rung loud and clear, promoting the youthful ideal of supple, wrinkle-free skin with no gray hairs in sight. For decades, this rhetoric has not only glorified youth but also ostracized older women from the conversation. You’d think this demographic would be pouring their paychecks into serums and treatments to chase this ideal – but here’s the kicker: They’re not. In fact, the reality is quite the opposite.
A 2023 survey by Lending Tree surveyed Americans on the cost of their beauty routines. The results revealed a clear trend: Women spend significantly less on beauty as they age. Millennials lead the pack, investing an average of $2,670 annually in their regimens, with Gen Z close behind at $2,048. However, once women hit 40, those numbers take a steep dive – by their 60s and 70s, women are spending just $494 a year. A 2024 survey by The Cut found similar trends.
