From skincare routines to beauty maintenance and makeup sessions, the beauty industry convinces us that meeting certain standards is essential for feeling beautiful. But at what cost?
As the end of the month draws near again, I open my notepad to make a beauty maintenance list. From filing my lash extensions to getting fresh braids and restocking a few items, my list grows. And as I begin to tally up the time and money I would spend on beauty maintenance, I realise that something is seriously out of whack.
In my bid to look and feel good by society’s standards—you can call me vain— I’m on the verge of going broke.
Between the endless products and procedures, the constant need for touch-ups, and the crippling pressure to conform to these standards, it is clear that the beauty industry has us right where they want us. But here’s the thing: beauty maintenance is not only impractical — it’s downright unsustainable in today’s economy.
With the rising cost of living, stagnant wages, and increasing financial insecurity, it is becoming unsustainable to shell out thousands, if not millions, of Naira each year on beauty products and routine maintenance.
The numbers are staggering. According to a report by Statista, the revenue generated from the Nigerian beauty and personal care market was valued at over $9.7 billion in 2024 and is expected to reach $10.17 billion in 2025. While this indicates that the beauty industry largely contributes to the economy, it shows just how much money women spend on maintenance.
That’s about one-fifth of the national budget allocation to the Ministry of Women Affairs, spent on products and services that promise to make us look younger, smoother, and more attractive.
But what’s the real cost of beauty maintenance?
The most valuable thing spent: time. The average woman spends around 30 minutes to an hour daily on beauty maintenance, which adds up to around 10 -15 hours per week. And this is without time spent on services outside our home. That’s time that could have been spent on education, personal development, or simply enjoying life.
And then there’s the financial cost. The majority of Nigerian women spend between ₦50 – ₦100,00 per month on beauty maintenance. This covers a wide range of self-care expenses, including skincare routines, hair salon visits, nail appointments, and body care treatments. What’s even more striking is that this amount far surpasses Nigeria’s minimum wage of ₦70,000. Clearly, “looking good” is taking a significant toll on our wallets.
But perhaps the most insidious cost of all is the emotional toll. I can admit that I’ve said “I look homeless” a few times when my hair or nails weren’t done. I’d feel incomplete until I had fulfilled my part in the order of things considered the standard. Furthermore, Medical News Today reveals that the constant pressure to conform to beauty standards can lead to anxiety, depression, and several other mental health issues.
So, what’s the solution?
It’s not about abandoning beauty maintenance altogether, but redefining what beauty means to us. It’s about recognising that only you get to decide what your beauty maintenance should be. Also, your decisions should be free from society’s influence. I may never stop beauty maintenance completely, but I have decided to focus solely on what’s important to me.
Plus, given the current economic state in Nigeria, can we really afford to shell out thousands every month when we can’t predict the cost of basic necessities by the end of next month?
It’s time to take a step back and reassess our priorities. The beauty industry may have convinced us that we need their products and services to feel beautiful, but the truth is, we’re already enough in all our imperfect, glorious beauty.
