March 18, 2025
Pink is not just a color. It is a costly and unjust charge.
The pink tax is a hidden markup impacting hygiene and personal care products for women, which are generally priced higher than nearly identical ones for men.
According to a 2024 article by Kiplinger, a personal finance news company, women pay about $1,300 more than men each year for similar products.
Women are often unaware they are being subjected to the pink tax, as they have gotten used to purchasing higher-priced items. However, that does not make it an ethical business practice. Companies know that women generally value beauty and self-care, and they take advantage of this.
The first step to ending it is raising awareness through conversations and social media posts.
For example, men’s razors are frequently cheaper than identically manufactured razors marketed toward women. A five-blade Venus women’s razor with two cartridges costs $14.99 at Target. In contrast, a five-blade men’s razor with two cartridges manufactured by the same company costs $12.99. Likewise, an 18-ounce Suave body wash with a female-targeted scent sells for $3.45 at Walmart, while the male-targeted scented body wash made by the same company and of the same size sells for $2.97.
ILLUSTRATION BY LUCY CARDONA
Spending extra on female-targeted items makes it even harder for women–who already earn just 82 cents for every dollar a man earns–to save for the future. It is also demeaning, as it suggests women are too naive to notice or care about this form of discrimination.
The good news is that the pink tax is not inescapable.
The first step to ending it is raising awareness through conversations and social media posts. For instance, TikTok influencers, including @financeunfolded and @thefemalelead, have posted videos showcasing real-life examples of the pink tax’s impact.
Customers should also contact companies and demand fair pricing on the products they use. Respectable brands should be receptive to these calls for change.
Furthermore, more companies should consider creating gender-neutral products. In fact, some self-care product brands, such as Billie, only offer gender-neutral products. Singer and businesswoman Rihanna’s company, Fenty Beauty, also offers gender-neutral products and promotes equity in beauty and self-care.
A world without the pink tax is within reach. By making informed choices and advocating for progress, consumers and companies can work together to shape a future with fair pricing for all.
