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How Much Gen Z, Millennial, Gen X and Boomer Women Really Spend on Beauty

September 19, 2024

3 min Read

Written by Gabrielle Olya

Edited by Gary Dudak

Happy woman doing routine skin care at home with beauty products.

JLco - Julia Amaral / Getty Images/iStockphoto

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The beauty and personal care industry is expected to generate a whopping $646.2 billion worldwide in 2024, Statista reported. And that number will continue to grow if trends persist — the market is expected to grow at an annual rate of 3.33%, and it’s been undeterred by recessions and inflation.

While individual spending on beauty products and treatments can vary widely across age, gender and socioeconomic status, the average American woman is spending thousands on these items. A new survey from The Cut asked women of all ages how much they spend on beauty, and the annual averages ranged from about $2,000 to nearly $10,000.

See which generation spends the most and least, and what they are spending on.

Women in Their 20s Spend an Average of $9,314 Per Year

According to The Cut survey, women in their 20s report spending the second-highest amount on beauty products and treatments compared to women in other age brackets. The survey also revealed the most popular beauty treatments and products among this age group.

Here’s a look at the most mentioned treatments and their average costs:

Acrylic manicures: $30 to $70
Gel pedicures: $35 to $45
Lymphatic-drainage massage: $100 per hour
Standard massage: $50 to $130 per hour
HydraFacials: $150 to $300
Injectable treatments like Botox and platelet-rich plasma: $300 to $500 per session

Women in Their 30s Spend an Average of $9,784 Per Year

Women in their 30s spend more on beauty than women in any other age group.

Millennial women report spending on these treatments most often. Here’s a look at the average cost of each:

Corrective skin facials: $150 to $350
Laser hair removal: $125 to $300 per session
Botox and filler: $300 to $500 per session
Microneedling: $350 per session
Red-light therapy: $30 to $125 per session
Brow lamination: $50 to $120
Invisalign: $3,000 to $8,000
Saunas: $45 per session

Women in Their 40s Spend an Average of $6,213 Per Year

Older millennial and Gen X women fall right in the middle with their average spending on beauty products and treatments. These are the treatments they are spending on most often:

Acupuncture facials: $150 to $500
Chemical peels or laser treatments: $100 to $6,000
Botox or under-eye filler: $300 to $500 per session

Women in Their 50s Spend an Average of $4,219 Per Year

The amount women spend on beauty products and services declines with age after the 30s. Gen X women in their 50s report getting the following beauty treatments:

Waxing: $3 to $150
Salon visits to dye hair: $50 to $250
At-home hair masks: $20

Women in Their 60s and 70s Spend an Average of $2,190 Per Year

Boomer women spend the least amount on beauty products and treatments compared to women of other generations — but they still spend thousands of dollars per year on average. Here’s a look at the most common beauty services among women in their 60s and 70s and their average costs: