Somewhere along the way, beauty maintenance stopped being a luxury and became a silent requirement. A crisp lace front, perfectly sculpted brows, and a fresh gel set used to feel like a moment. Now, they feel like a monthly bill. For many Gen Z women, beauty upkeep has quietly become a full-time financial commitment, one we didn’t entirely sign up for but still feel pressured to maintain.
The price of pretty is out of pocket. We’ve normalized $300 hair appointments, $170 nails, $150 lash fills, and $70 waxes as if they’re essential, not optional. Because everyone online seems to be doing it, it has turned into a cycle that repeats itself every two weeks. What many don’t consider is that the people setting these beauty standards often have full-time careers, financial security, and even brand deals covering their routines. Meanwhile, much of Gen Z is still in school, navigating early career paths, or working multiple jobs to make ends meet.
The shift toward high-cost maintenance routines has happened quietly, but the impact is loud. In a time where rent is skyrocketing and groceries cost more than ever, spending hundreds each month just to maintain a certain look can take a serious toll—mentally and financially. The emotional strain often gets overlooked, replaced by a constant internal pressure to appear presentable, polished, and desirable.
Social media plays a large role in this pressure. It’s easy to scroll past influencers with flawless installs, $500 brow laminations, iced-out teeth, and designer wardrobes and feel like you’re falling behind. Their photos and videos are often paired with captions promoting “soft life” luxury, creating an illusion of effortlessness. However, many of these creators are being paid to promote these services or products. Their reality is not ours. What viewers often absorb is not the privilege behind the scenes, but the visual expectation they feel obligated to match.
Music further contributes to this expectation. Many lyrics glorify women who meet hyper-curated beauty standards—lace fronts, long nails, contoured faces, expensive perfume. These messages become part of our inner soundtrack. Combine that with TikTok aesthetics and Instagram trends, and it can feel like anything less than perfect is invisible. When the baseline for femininity is rooted in constant upkeep, maintenance becomes survival instead of self-care.
It’s important to pause and ask, is this for you? Do you actually enjoy the beauty routines you’ve adopted, or are you just performing them because it feels like you have to? If no one could see you for a month, would you still book that wig install or lash appointment? If the answer feels complicated, you’re not alone. Many women love their natural hair, but still feel pressure to keep it tucked away under bundles. It isn’t insecurity—it’s societal conditioning.
The good news is there are alternatives. In today’s economy, learning how to do some of your own maintenance isn’t just practical, it’s empowering. There are tutorials everywhere—on YouTube, Pinterest, and TikTok—teaching you how to do silk presses, press-on nails, brows, waxes, and even lashes. DIY routines not only save money but also save time and frustration. With many new-age stylists overbooking, requiring strict deposit policies, or canceling last minute, doing it yourself can be a form of peace.
There’s also freedom in knowing that your identity isn’t tied to your appearance. Skipping your pedicure doesn’t make you any less. Wearing your real hair doesn’t mean you’re falling off. The obsession with perfection comes from unrealistic standards, reinforced by algorithms that reward a specific look. Those same algorithms rarely reveal the emotional and financial cost behind it all.
Gen Z is known for challenging norms and setting boundaries. We prioritize authenticity and mental wellness. Yet when it comes to beauty routines, many still feel trapped in habits that don’t reflect their income or lifestyle. It’s time to redefine what maintenance looks like, and more importantly, what it costs.
Beauty shouldn’t require a $700 routine. It should reflect your life, your pace, and your peace. Some months, it may make sense to spend. Other months, it may be more realistic to do it yourself. Either way, your value remains the same. A beauty standard that puts your bank account in distress is not worth upholding.
Choosing to step away from the pressure is a powerful decision. Opting for low-maintenance doesn’t mean you’ve given up. It means you’re showing up for yourself in a different way. You are not obligated to keep up with society’s expectations, especially when they don’t align with your truth or your wallet.
Looking good should never come at the cost of feeling financially drained. The prettiest thing you can be is at peace with yourself, your reflection, and your budget.