America’s Beauty Budgets: Report Details How Much Americans Spend on Their Looks

Survey Reveals Average American Spends $897 on Appearance Per Year

Looking good is a priority for many, but the lengths people will go to do so vary. Our new report finds the average American now spends $897 on their appearance per year – a noticeable increase from $722 in our 2022 report.

Women Spend an Average of $1,064 on Looks Annually

When it comes to spending money on appearances, there’s a noticeable gap between men and women. On average, women spend $1,064 per year to maintain their looks, while men spend $728. These costs are too much for some, as 1 in 6 admit to spending more on beauty and wellness than they can afford. Despite the financial strain, 1 in 3 Americans plan to increase their spending on appearance in 2025 compared to 2024.

The top beauty investments among women include skincare, haircuts and color, and hair products. Meanwhile, men prioritize haircuts, followed by supplements/protein, and gym memberships.

How Much Are Americans Spending on Hair, Skin, and Make-Up?

Beyond the financial costs, maintaining an appearance also requires time. On average, Americans spend 30 minutes per day on their looks. Women spend an average of 39 minutes, while men spend 22 minutes.

Despite spending an average of $890+ per year on their appearance, 64% of Americans wish they had more money to invest in their looks.

Here’s how those expenses break down: the average person spends $277 per year on haircuts, with women spending slightly more at $286 than men at $268. As for skincare, the average spent per year among Americans is $492. Women spend well above the average at $600 per year.

The average spending per month on makeup is $25, $17 on nails, and $31 on hair products. As for gym memberships, Americans spend an average of $27 per month, with men paying slightly more than the average at $36.

These costs add up – nearly 1 in 10 have gone into debt to pay for appearance-related products and services, with the average debt amounting to $1,342.

Motivations Behind Beauty Spending in America

Americans may have several different reasons and motivations for spending on their appearance, but 68% say they worry about their appearance and 49% struggle with self-confidence. Women tend to worry more about their looks than men (73% vs. 62%), with weight, skin quality, hair, teeth/smile, and muscle tone being the top concerns.

More than half (55%) believe beauty standards are unattainable, and 77% think money plays a role in attractiveness. Social media also plays a part, as 15% of Americans report purchasing products endorsed by beauty influencers, spending an average of $351 annually on these items.

Some people are looking for longer-lasting beauty solutions, with 32% considering cosmetic procedures to improve their appearance. The top procedures Americans have done include laser hair removal, BOTOX®, and chemical peels. In fact, the average American is willing to spend $780 annually on cosmetic procedures to enhance their appearance.

Everyone faces challenges with their appearance at times, but it’s important to remember you’re not alone. At Advanced Dermatology, we aim to provide clear, accurate insights into beauty and wellness, empowering you to make informed decisions about your personal care and confidence.

Methodology

In September 2024, we surveyed 993 people from around the U.S. Among respondents, 49% identified as male, 49% as female, and 2% as non-binary or transgender with an average age of 41.

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