Health-Conscious Consumers Make ‘Significant Investment’ in Self-Care Routines

With longevity forging ahead as the dominant beauty trend, consumers are taking L’Oréal’s catchphrase “I’m Worth It” to heart and investing more in their own self-care.

A new survey conducted by Self Financial, a Texas-based fintech company dedicated to helping people build credit and save money, has calculated the cost of looking and feeling good in 2026.

Conducted on the company’s behalf in February and March, the survey asked 1,079 US adults from a variety of backgrounds questions about their spending habits when it comes to beauty maintenance.
To calculate the average annual spend on beauty maintenance, the study multiplied the average cost per session by the most common frequency of appointments or at-home sessions and then normalized the result to a yearly figure. On average, the survey found consumers spend over $6,000 on professional beauty maintenance each year.

While half of respondents (50.2%) said their beauty spending has remained unchanged over the past five years, more reported increasing their spending (21.8%) than decreasing it (18.3%), analysts said.
Among those spending more, the leading reason was rising treatment and product costs (29.5%), followed by a greater emphasis on self-care and overall well-being (22.3%).

While $6,052 is spent on professional treatments such as body hair removal, hair coloring, or teeth whitening for survey participants, those who prefer to handle these routines at home will spend around $6,430 annually.

By choosing at-home alternatives, analysts found they spend an average of $378 more per year, showing that personal care can remain a significant investment regardless of where it is done.

Teeth Whitening a Splurge-Worthy Beauty Treatment

The study also examined the average spending per session across various beauty routines, including manicures and pedicures, hair styling, brow and lash treatments, and teeth whitening.

Teeth whitening is costing Americans $431.38 on average per session. Teeth whitening ranked as the second most expensive beauty treatment behind Botox, with each session (either professionally done or at home) averaging $431.38. Moreover, most participants reported having this treatment one to two times per year (32.3%), bringing the typical annual spend to $647, analysts said.

Over a third (34.9%) of participants said they perform this treatment themselves at home, with 50.4% citing saving money as their primary reason. The price difference between professional and at-home treatments is substantial. On average, professional teeth whitening costs $825.79 per session, while at-home treatments average just $36.97.

At-home beauty routines are costing almost $200 every time respondents buy new products.
Over three-quarters of women (79.2%) reported regularly spending money on at-home skincare, body care or haircare routines, compared to under two-thirds of men (59.5%).

The average spend per purchase was $196.73, with the most common frequency of buying new products being every four to six months (25.8%). This adds up to an average annual spend of $472.15 on at-home beauty products, analysts say.

Haircuts and styling are among the beauty treatments respondents spend the least on per session. Over two-fifths of participants (43%) reported cutting and styling their hair at home, while 40.9% prefer to have this service done professionally. Men were slightly more likely to handle their hair at home than women, with 45.5% of men doing so compared to 40.8% of women. Analysts attribute this to women having their hair done professionally reporting spending an average of $124.27 per session, compared to $66.87 for men. For those who cut and style their hair at home, the average cost was just $29.45 each time they did it. Among participants who prefer to handle their own hair, the most common reason cited was saving money, with 52% highlighting this as a key factor.

The High Cost of Body Hair Maintenance

On average, removing body hair at home is costing up to $1,753 every year, analysts say.
Almost three-quarters of women (71.9%) reported regularly removing their own body hair, whether at home or by paying for professional services, compared to 57.6% of men. Men were also more likely to say they do not remove any body hair at all, with 42.4% reporting no removal, versus 28.2% of women.

The survey findings revealed that women spend an average of $90.03 each time they remove hair (whether professionally or at home), compared to $66.24 for men.

Over the course of a year, these regular routines can add up substantially. For people who remove body hair frequently at home, they said it usually costs them an average of $34 per week, meaning the annual cost can reach as high as $1,753.

DIYers Can’t Afford to Be Cheap

With the high cost of in-office procedures, is it cheaper to DIY beauty treatments at home?
Throughout the study, research has shown how big the price gap can be between professional beauty treatments and doing them at home. Regardless of price disparity, analysts say it is essential to seek professional advice before undertaking any treatments, whether administered by a specialist or attempted at home.

The research found that teeth whitening shows the largest price gap between professional treatments and at-home alternatives, averaging $788.82. This means that professional teeth whitening is on average 2,133.7% more expensive than performing the treatment at home. Following this, the next treatments with the highest price differences are skincare facials, with a $207.95 difference (620%), and hair coloring, with a $194.93 difference (551.4%).

Beyond traditional beauty maintenance, the survey explored whether participants also dedicate resources to their physical well-being. Over half of respondents (57.9%) reported paying regularly for a gym membership. Women were slightly more likely to have a membership than men, with 61.1% of women participating compared to 54.9% of men.

On average, participants reported spending around $110 for their gym membership, with the most common payment schedule being monthly (14.8%).

A Commitment to Health and Beauty

The survey also explored spending on health supplements, including collagen pills, vitamins for hair and nail health and protein powders. This form of investment was more common among women, with almost two-thirds (64.2%) reporting regular use, compared to 55.3% of men.

The most common purchasing frequency for these supplements was monthly (23.6%). Over two-fifths of participants (42.8%) said they have been buying supplements for 1-2 years, while 27.4% reported investing in their well-being for 3-5 years. On average, each purchase costs $86.31. Women reported higher spending, averaging $100.27 per purchase, while men spent nearly $40 less, at $69.32.

Although this study did not examine other health-related expenses, respondents are spending an average of $2,357 per year on gym memberships and supplements alone, highlighting the significant financial commitment many make to maintain both beauty and health.