Why Gen Z Is Spending Big on Beauty Treatments: The Social Pressure to Look “Perfect”

Gen Z is splashing out on beauty treatments more than ever, with the belief that looking better leads to a better life taking a firm hold on social media. From nail appointments to Botox, young people are spending significant amounts of money to meet society’s beauty standards. But what’s driving this trend?

Beauty Treatments: A New Necessity?

For 28-year-old influencer Hazel Wood, spending around £500 a month on beauty treatments isn’t just a luxury; it’s essential. From manicures and pedicures to Botox, Wood believes these treatments help her feel confident and productive. “When I don’t feel I’ve made myself look nice, I struggle to feel confident and productive,” she says.

Wood’s professional life revolves around social media platforms like TikTok, Instagram, and YouTube, where looking good can mean the difference between success and failure. Despite not enjoying the treatments, she views them as time-savers, allowing her to start her day more efficiently.

The Rise of “Beauty Maintenance Days”

On platforms like TikTok, the concept of “beauty maintenance days” has taken off. The hashtag #beautymaintenance has over 112 million views, showcasing users who book semi-permanent treatments to save time on daily grooming. The idea is that by investing time and money in these treatments, you can maintain a “natural” look with minimal effort each day. However, achieving this look often requires a full day’s commitment every month.

Pandemic Influence and the Return to Beauty Regimes

During the pandemic, many people experimented with DIY beauty treatments at home. According to a 2022 Mintel study, 38% of women aged 16-24 changed their beauty routines during this time. While makeup sales dropped by 19% since 2019, beauty retail remained stable, with grooming seen as an “affordable luxury” during tough times.

Charlie Shepherd, a 29-year-old communications manager, began a skincare routine during lockdown that she has continued post-pandemic. Spending around £140 monthly on nails and beauty products, she sees these routines as a confidence booster and a way to maintain a polished appearance, especially in the dating world.

The Pressure to Conform to Beauty Standards

The pressure to look a certain way isn’t new, but it has intensified with the rise of social media influencers. The global influencer marketing industry was worth $21.1 billion in 2023, with advertisers spending heavily on influencers who promote beauty standards that many feel compelled to follow.

This pressure can have serious consequences. Hazel Wood, for instance, reversed her lip filler procedure after realizing the influence of online trends. “There’s a lot of pressure online because we see everyone having it done,” she says.

The Disparity in Beauty Standards

The pressure to maintain beauty standards isn’t equal across all demographics. Black women, for example, spend six times more on beauty products than their white counterparts, yet they are often paid less as influencers. This disparity highlights the unrealistic beauty standards many Black women feel pressured to meet.

Nifemi Kesinro, a 23-year-old student experience officer, used to spend heavily on maintaining her hair. However, she eventually embraced her natural hair, despite the challenges it presents in a professional setting. Kesinro founded “Candid Conversations about our Curls,” a community for Black women to share their experiences and support each other in embracing their natural beauty.

Embracing Natural Beauty

While the pressure to conform is strong, some Gen Z women are finding liberation in rejecting these demands. Kesinro’s community offers a space for women to redefine beauty on their terms. “Confidence comes from within,” she says, recognizing that beauty is more than skin deep.

In a world where social media often dictates beauty standards, Gen Z is grappling with the tension between fitting in and embracing individuality. As they navigate this landscape, the conversation around what it means to be truly beautiful continues to evolve.