Selflender logo
1 (877) 883-0999 Back to Data & Guides Back
money icon Money

Beauty Maintenance Spending Report 2026

Data & Guides Money Beauty Maintenance Spending Report 2026

Contents

In 2025, the global beauty industry was reported to be worth $450 billion, [1] McKinsey & Company, 'State of Beauty 2025: Solving a shifting growth puzzle', 2025 https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-beauty and it shows no signs of slowing down. In 2025, it was predicted that the industry will reach $590 billion by 2030. [2] McKinsey & Company, 'A close look at the global beauty industry in 2025', 2025 https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/a-close-look-at-the-global-beauty-industry-in-2025

With the growing demand for beauty products, supplements, treatments, and more, a new study on behalf of Self Financial has calculated the real cost of looking and feeling good in 2026.

This study surveyed 1,079 U.S. adults about their typical spending habits on beauty and wellness related treatments and products. The survey covered topics from hair and skin care to body and fitness, offering a detailed look at the expenses involved in maintaining personal care and well-being.

Key findings:

How much do Americans spend on beauty maintenance?

Research suggests that concerns about appearance are closely linked to both confidence and spending habits. A 2025 survey found that 69% of respondents said that when they look in the mirror, the first thing they notice is something they want to fix, while 50% reported they would feel more confident in photos or social situations if they felt comfortable in their own skin. [3] New York Post, 'Here's how body image is quietly shaping American lives, new survey reveals', 2025 https://nypost.com/2025/10/22/lifestyle/heres-how-body-image-is-quietly-shaping-american-lives-new-survey-reveals/

This reflects another trend, as studies show that many Americans spend money on their appearance as a way to improve how they feel about themselves. [4] Bread Financial, 'U.S. consumers will prioritize beauty and wellness in 2025, new Bread Financial® and Ulta Beauty study finds', 2025 https://newsroom.breadfinancial.com/ulta-beauty-survey

Supporting this, the research conducted on behalf of Self Financial found that while 50.2% of participants reported spending about the same on beauty maintenance as five years ago, a notable proportion are increasing their investment, with 21.8% spending more compared to 18.3% who are spending less.

Over one in five (21.8%) say they are spending more on their beauty maintenance now than they did five years ago.

When participants were asked why they are spending more, the most common reason cited was the rising cost of treatments and products (29.5%), followed by a greater focus on self-care and overall well-being (22.3%).

On average, people spend over $6,000 on professional beauty maintenance each year

The research revealed that participants spend an average of $6,052 annually on professional beauty routines, including services like hair coloring, injectable treatments, and other specialised care. This is over half the amount that the average American spends on food each year, which amounts to $10,164. [5] Ramsey Solutions, 'The Average American's Monthly Expenses', 2026 https://www.ramseysolutions.com/budgeting/american-average-monthly-expenses

Participants admitted to spending more than $6,000 on professional beauty maintenance per year.

While $6,052 is spent on professional treatments such as body hair removal, hair coloring, or teeth whitening for survey participants, those who prefer to handle these routines at home will spend around $6,430 annually. By choosing at-home alternatives, they actually spend an average of $378 more per year, showing that personal care can remain a significant investment regardless of where it is done.

Injectable treatments are the most expensive part of America’s beauty routine ($622.56)

The study also examined the average spending per session across various beauty routines, including manicures and pedicures, hair styling, brow and lash treatments, and teeth whitening.

Average amount spent on beauty treatments per session
Category All respondents Women Men
Injectable Treatments (Botox / Fillers) $622.56 $744.34 $482.30
Teeth Whitening $431.38 $544.44 $264.73
At-Home Skincare / Haircare / Bodycare Routines $196.73 $220.36 $164.65
Skincare Facials $137.52 $159.41 $103.02
Hair Coloring $132.82 $150.17 $105.97
Gym Membership $110.10 $118.73 $99.51
Beauty Supplements $86.31 $100.27 $69.32
Manicures / Pedicures $80.81 $90.83 $65.66
Brow & Lash Treatments $80.29 $87.29 $70.93
Body Hair Removal $80.26 $90.03 $66.24
Tanning $76.83 $84.62 $66.78
Hair Cuts / Styling $63.71 $81.49 $43.82

Among these, the most costly treatment was injectables, such as Botox or fillers, which average $622.56 per session. For participants who receive this treatment, the most common schedule is every six months (57%), bringing the average annual spend on injectables to $1,245.

Women are slightly more likely to undergo injectable treatments than men (54.5% versus 49.4%). However, research from the American Society of Plastic Surgeons indicates a 4.3% increase in the number of men receiving neuromodulator injection procedures between 2023 and 2024. [6] Plasticsurgery.org, '2024 Cosmetic Surgery Gender Distribution (Male)', 2024 https://www.plasticsurgery.org/documents/news/statistics/2024/cosmetic-procedures-men-2024.pdf This upward trend is reflected more broadly in market forecasts, with the global male aesthetics market expected to reach around $11.8 billion by 2034. [7] Market.us, 'Global Male Aesthetics Market Size, Share, Growth Analysis By Technology', 2025 https://market.us/report/male-aesthetics-market

Teeth whitening is costing Americans $431.38 on average per session

Teeth whitening ranked as the second most expensive beauty treatment, with each session (either professionally done or at home) averaging $431.38. Most participants reported having this treatment 1-2 times per year (32.3%), bringing the typical annual spend to $647.

Teeth whitening is costing respondents $431.38 per session, or up to $647 per year.

Over a third (34.9%) of participants said they perform this treatment themselves at home, with 50.4% citing saving money as their primary reason. The price difference between professional and at-home treatments is substantial. On average, professional teeth whitening costs $825.79 per session, while at-home treatments average just $36.97. Research indicates that dental laser whitening in 2024 typically ranged from $611 to $1,368, whereas over-the-counter products start at around $25. [8] Care Credit, 'How Much Does Teeth Whitening Cost? Price and Procedure Guide', 2024 https://www.carecredit.com/well-u/health-wellness/teeth-whitening-costs/

At-home beauty routines are costing almost $200 every time respondents buy new products

Over three-quarters of women (79.2%) reported regularly spending money on at-home skincare, bodycare, or haircare routines, compared to just under two-thirds of men (59.5%).

The average spend per purchase was $196.73, with the most common frequency of buying new products being every 4-6 months (25.8%). This adds up to an average annual spend of $472.15 on at-home beauty products.

On average, participants are spending almost $500 on at-home beauty products every year.

Haircuts and styling are among the beauty treatments respondents spend the least on per session ($63.71)

Over two-fifths of participants (43%) reported cutting and styling their hair at home, while 40.9% prefer to have this service done professionally. Men were slightly more likely to handle their hair at home than women, with 45.5% of men doing so compared to 40.8% of women.

How do participants prefer to have their hair done?
Method Percentage of participants
At home hair cuts and styling 43.0%
Professional hair cuts and styling 40.9%
Don't have regular hair cuts or styling 16.1%

This may be because women who have their hair done professionally reported spending an average of $124.27 per session, compared to $66.87 for men. For those who cut and style their hair at home, the average cost was just $29.45 each time they did it.

Among participants who prefer to handle their own hair, the most common reason cited was saving money, with 52% highlighting this as a key factor.

On average, removing body hair at home is costing up to $1,753 every year

Almost three-quarters of women (71.9%) reported regularly removing their own body hair, whether at home or by paying for professional services, compared to 57.6% of men. Men were also more likely to say they do not remove any body hair at all, with 42.4% reporting no removal, versus 28.2% of women.

The survey findings revealed that women spend an average of $90.03 each time they remove hair (whether professionally or at home), compared to $66.24 for men.

The cost disparity may partly be influenced by what is often called the “Pink Tax.” Research from a 2020 analysis found that women’s disposable razors were priced 15% higher than men’s, meaning women frequently pay more for similar products. [9] Gitnux, 'The Pink Tax Statistics', 2026 https://gitnux.org/the-pink-tax-statistics/

Over the course of a year, these regular routines can add up substantially. For people who remove body hair frequently at home, they said it usually costs them an average of $34 per week, meaning the annual cost can reach as high as $1,753.

On average participants spend up to $1,753 on removing body hair at home each year.

Is it cheaper to DIY beauty treatments at home?

Throughout this study, the research has shown just how big the price gap can be between professional beauty treatments and doing them at home. In this section, the study will take a closer look at these differences, highlighting which treatments are the most expensive when done professionally compared to doing them yourself at home.

Regardless of price disparity, it is essential to seek professional advice before undertaking any treatments, whether administered by a specialist or attempted at home.

Price difference between professional treatments and at home alternatives
Rank Beauty treatment Professional At home Price difference Percentage difference
1 Teeth Whitening $825.79 $36.97 $788.82 2133.7%
2 Skincare Facials $241.49 $33.54 $207.95 620%
3 Hair Coloring $230.28 $35.35 $194.93 551.4%
4 Manicures / Pedicures $130.30 $31.32 $98.98 316%
5 Body Hair Removal $126.90 $33.62 $93.28 277.5%
6 Brow & Lash Treatments $123.98 $36.60 $87.38 238.7%
7 Tanning $115.78 $37.88 $77.90 205.6%
8 Hair Cuts / Styling $97.97 $29.45 $68.52 232.7%

The research found that teeth whitening shows the largest price gap between professional treatments and at-home alternatives, averaging $788.82. This means that professional teeth whitening is on average 2,133.7% more expensive than performing the treatment at home.

On average, it’s 2,133.7% more expensive to have teeth whitening professionally versus at home alternatives.

Following this, the next treatments with the highest price differences are skincare facials, with a $207.95 difference (620%), and hair coloring, with a $194.93 difference (551.4%).

Even hair cuts and styling, which the study previously identified as one of the least expensive beauty treatments, still had an average price disparity of $68.52 between professional appointments and at home services.

How much are respondents spending to feel good too?

Beyond traditional beauty maintenance, the survey explored whether participants also dedicate resources to their physical well-being.

Over half of respondents (57.9%) reported paying regularly for a gym membership. Women were slightly more likely to have a membership than men, with 61.1% of women participating compared to 54.9% of men.

Men vs Women: Who is investing more in physical health?
Women 61.1%
Men 54.9%

On average, participants reported spending around $110 for their gym membership, with the most common payment schedule being monthly (14.8%). Previous research conducted on behalf of Self Financial in 2024 also found that on average people spend $100 per month on doing sports and fitness.

This figure sits on the higher end of the spectrum for gym memberships in the U.S., where some basic gyms start as low as $10 per month, while boutique fitness studios can charge anywhere from $100 to $500 monthly. [10] Truemed, 'Gym Membership Prices: A Cost Comparison of Every Major Brand', 2025 https://www.truemed.com/blog/gym-membership-prices

Women are more likely to invest in health as well as beauty

The survey also explored spending on health supplements, including collagen pills, vitamins for hair and nail health, and protein powders. This form of investment was more common among women, with almost two-thirds (64.2%) reporting regular use, compared to 55.3% of men.

The most common purchasing frequency for these supplements was monthly (23.6%). Over two-fifths of participants (42.8%) said they have been buying supplements for 1-2 years, while 27.4% reported investing in their well-being for 3-5 years. On average, each purchase costs $86.31. Women reported higher spending, averaging $100.27 per purchase, while men spent nearly $40 less, at $69.32.

Although this study did not examine other health-related expenses, respondents are spending an average of $2,357 per year on gym memberships and supplements alone, highlighting the significant financial commitment many make to maintain both beauty and health.

Methodology

The survey was conducted on behalf of Self Financial in February and March 2026 and asked 1,079 U.S. adults from a range of different backgrounds questions about their typical spending habits when it comes to beauty maintenance.

For some questions, respondents could select more than one option, therefore the results do not add up to 100%.

The demographics of the survey were:

Age:

Gender:

Sources

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Related Articles

You are leaving Self Close
Self Financial, Inc. and the issuer(s) of the Credit Builder Account and Secured Credit Card make no representation concerning and is not responsible for the quality, content, nature, or reliability of any hyperlinked site and is providing this hyperlink to you only as a convenience. The inclusion of any hyperlink does not imply any endorsement, investigation, verification or monitoring by Self Financial, Inc and the issuer(s) of the Credit Builder Account and Secured Credit Card of any information in any hyperlinked site. In no event shall Self Financial, Inc. or the issuer(s) of the Credit Builder Account and Secured Credit Card be responsible for your use of a hyperlinked site.