With the cost of almost everything rising, Nigerians have very different ideas of what a first date should look like. For some, 鈧�50k can get you good food, ice cream and a decent conversation. For others, anything less than 鈧�200k means you probably haven鈥檛 planned properly. 

We asked Nigerians how much they consider acceptable to spend on a first date, where they鈥檇 spend it and what they expect that money to cover. Their answers reveal just how differently we think about money, dating and what counts as a good time.

鈥溾偊50k鈥� 鈥� Ruth*, F,  22, Delta

鈧�50k works just fine for me. I鈥檓 still at a stage where 鈧�50k is real money, so I can鈥檛 imagine expecting somebody to spend 鈧�200k on a first date. I鈥檇 be happy with a nice caf茅 or casual restaurant where we can eat, talk and maybe get ice cream afterwards. If the food is 鈧�25k and transportation is another 鈧�15k, we鈥檝e already had a proper evening. I also don鈥檛 want someone spending more than they can comfortably afford just because they think that鈥檚 what women expect.

鈥溾偊100k鈥� 鈥� Maxwell*, M,  29, Ibadan

鈧�100k works best for me because it gives me enough flexibility. I鈥檇 probably budget 鈧�60k to 鈧�70k for a good restaurant, then keep the rest for drinks, transportation and anything spontaneous. I don鈥檛 believe the first date should be cheap just because you鈥檙e testing compatibility, but I also don鈥檛 think you need to spend 鈧�300k to show that you鈥檙e serious. If I spend 鈧�100k and we have an amazing time, that鈥檚 money well spent. If we don鈥檛 click, at least I haven鈥檛 spent my rent trying to second-guess chemistry.

鈥溾偊100k鈥� 鈥� Kamsi*, F, 28, Port Harcourt

鈧�100k is enough for the whole date, but I wouldn鈥檛 expect the man to pay it all. I鈥檓 perfectly fine paying my half. He can get the food, I can sort out drinks and dessert, or we can just split the whole bill. 

We鈥檙e both adults, and we鈥檙e both going on the date because we want to meet each other. I don鈥檛 think paying for someone鈥檚 meal should automatically become a test of whether they鈥檙e a serious man. If he insists on paying, that鈥檚 different, but I鈥檓 not going to sit there pretending I forgot my wallet.

鈥溾偊120k 鈥� 鈥� Ife*, F, 30, F, Lagos

鈧�120k feels reasonable because I want the person to be able to plan a proper evening without being financially reckless. I鈥檇 probably expect dinner at a nice restaurant, drinks and transportation, with enough left over for dessert or ice cream. I鈥檓 also not impressed by somebody spending 鈧�120k if I later discover that鈥檚 half their monthly income. To me, the amount has to make sense for the person鈥檚 lifestyle. I don鈥檛 want a man performing wealth for me on the first date and then complaining about how expensive women are afterwards.

鈥溾偊200k鈥� 鈥� Chuka*, M, 31, M, Calabar

鈧�200k is a good budget. I鈥檇 probably take her to a proper restaurant where dinner and drinks could come to around 鈧�150k, then we could go somewhere else for cocktails or dessert. 

I鈥檓 at a point where I can afford to spend that amount without it becoming a financial crisis, so I don鈥檛 see why I should pretend otherwise. But I also wouldn鈥檛 judge somebody who wants to spend 鈧�50k on a first date. Your budget should reflect your pocket, not what Twitter says a man should be spending.

鈥溾偊350k鈥� 鈥� Nneka*, F, 29, Lagos

鈧�350k is a reasonable budget for the kind of date I鈥檇 enjoy at this stage of my life. I鈥檇 probably choose one of the more expensive restaurants, have dinner and drinks, then go somewhere else for cocktails afterwards.

 It depends on what we鈥檙e doing. I don鈥檛 think women should feel guilty for enjoying expensive dates when the person taking them out can genuinely afford them. What I don鈥檛 like is someone spending 鈧�350k and then acting as if you鈥檝e signed a contract to become their girlfriend just because they bought dinner.

鈥溾偊500k鈥� 鈥� Kunle*, M, 32, Ibadan

鈧�500k is the maximum I鈥檇 budget for a first date, but I鈥檓 not necessarily trying to spend it all. I鈥檇 rather have the flexibility to take someone to a very good restaurant, order what we want, get drinks afterwards and not spend the evening doing mental calculations. 

If the whole evening costs 鈧�300k, that鈥檚 fine. If it gets closer to 鈧�500k, that鈥檚 also fine because I can afford it. But I don鈥檛 think a man should spend 鈧�500k on a first date if that鈥檚 going to affect his bills. There鈥檚 nothing romantic about spending your rent money on dinner.

鈥溾偊500k鈥� 鈥� Faizah*, F, 31, Abuja

鈧�500k is honestly around the minimum I鈥檝e spent on a proper date before. I鈥檓 not saying that鈥檚 what everybody should spend, because obviously, people鈥檚 lifestyles and incomes are different. But if someone takes me to a high-end restaurant, then we go somewhere else afterwards, 鈧�500k doesn鈥檛 shock me. 

The mistake people make is assuming that because a date costs 鈧�500k, the woman must have demanded 鈧�500k. Sometimes that鈥檚 simply the lifestyle both people are already accustomed to. I also don鈥檛 expect anything in return because somebody paid for an expensive evening. A date isn鈥檛 a transaction.

It started with Ball Up

The ball went up and the energy went with it. From the first play, the players were locked in, the competition was on and there was clearly no easing into this one.

Gravity took the day off

One minute, it was a regular play. The next, somebody was in the air and the entire court had something to say about it. This was the kind of move that made you understand why Red Bull and Half Court are a very natural pairing.

The crowd was playing too

The players had the court, but the crowd brought its own game. Every big play came with a scream, a cheer or somebody jumping out of their seat, turning the Half Court into one big feedback loop of energy.

Then Rexona turned up the volume

Basketball wasn鈥檛 the only thing keeping people moving. Rexona鈥檚 cheerleaders and drummers brought their own rhythm to the experience, adding even more energy to an already buzzing court.

Rexona was right in the middle of it

With the game moving at full speed, Rexona wasn鈥檛 content to sit on the sidelines. From the action on court to the brand moments around it, Stay Fresh With Every Move came to life exactly where all the movement was happening.

Even big energy needs a reset

After all that movement, everyone deserves a minute. The Rexona Stay Fresh Zone gave players and spectators a chance to refresh, recharge and get ready for whatever came next.

Somebody had to take the W

After the plays, the pressure and all that noise, the final whistle finally settled things. One team walked away with the win, but the energy of Rexona x Red Bull Half Court had already made its mark.

Then reality starts doing its thing.

The stock鈥檚 value drops, or the dividend you were expecting isn鈥檛 as substantial as you hoped. You realise the 鈧�20 stock you bought isn鈥檛 necessarily cheaper than the 鈧�100 one. And suddenly, you鈥檙e checking your portfolio every morning like the market is personally waiting to ruin your day.

Some investing lessons only make sense after your money is actually on the line. But if you鈥檙e buying your first stock, these are 10 things you鈥檒l be glad someone told you beforehand.

1. Dividends Aren鈥檛 Guaranteed – Olumide*, M, 28

I genuinely thought buying 100 shares in a company meant I would automatically get dividends every year. I bought my first stock partly because I wanted that extra income. It was only later that I realised a company can decide not to pay dividends. Now, if dividends are part of why I鈥檓 considering a stock, I actually check its dividend history instead of assuming I鈥檒l get paid.

2. Your Stock Can Stay Down For A While – Chidinma*, F, 25

Nobody warned me that I could buy a stock and watch it stay below my buying price for months. I thought that, if I picked a good company, the value would eventually rise in a reasonable amount of time. The first time mine dropped and stayed there, I was checking my portfolio as if I was waiting for exam results. I eventually learned that the market doesn鈥檛 owe me a quick recovery.

3. A 鈧�10 Stock Isn鈥檛 Automatically Cheaper Than A 鈧�100 Stock – Atinuke*, F, 32

I used to think a 鈧�10 stock was automatically cheaper than a 鈧�100 stock. So if I had 鈧�50,000, I鈥檇 rather buy 5,000 units of the 鈧�10 stock than 500 units of the 鈧�100 one. I didn鈥檛 realise that the number of shares I could buy didn鈥檛 indicate whether a company was actually cheap or expensive. That was one of the first things I had to unlearn.

4. Don鈥檛 Invest Money You Might Need Soon – Sam*, M, 25

I had 鈧�5million invested and then needed cash unexpectedly. I had to sell shares when the price wasn鈥檛 where I wanted it to be because I needed the money. That鈥檚 when I understood why people say you shouldn鈥檛 invest money you鈥檒l need in the short term. If I had known that earlier, I would have kept my emergency money separate.

5. You Can Lose Money Even When The Company Hasn鈥檛 Collapsed – Abu*, M, 27

I thought the only way I鈥檇 lose money was if the company completely went under. So when my stock dropped by almost 20%, I was confused. The company was still operating normally, but my investment was worth less. That was my first real introduction to volatility. Nobody had explained to me that the price could move that much without the company disappearing.

6. Don鈥檛 Buy A Stock Just Because Everyone Is Talking About It – Habeebah*, F, 26

My first stock was basically a group project. Everybody around me was buying it, Twitter was talking about it, and I didn鈥檛 want to be the only person watching from the sidelines. I couldn鈥檛 even properly explain why I bought it beyond 鈥榩eople said it was good鈥�. When the price started moving differently from what I expected, I didn鈥檛 know what to do. Now I won鈥檛 put money into something I can鈥檛 explain to myself.

7. There鈥檚 More To The Cost Than The Price Of The Stock – Lami*, F, 28

I was so focused on whether the stock was 鈧�50 or 鈧�100 that I didn鈥檛 really think about the costs of actually buying and selling it. Then I saw deductions and realised there were other charges involved. They weren鈥檛 necessarily huge, but when you鈥檙e starting with a small amount, every deduction matters. I wish I鈥檇 understood the full cost before making my first purchase.

8. You Don鈥檛 Have To Check Your Portfolio Every Day – Steven*, M, 33

I was obsessed. I could check my portfolio three times before lunch and still check again at night. If it went up, I felt like Warren Buffett. If it went down, I was questioning every decision I鈥檇 ever made. Eventually, I realised nothing was changing because I was refreshing the app. Once I became clearer about why I bought the stock and how long I intended to leave the money there, I stopped treating every red number like an emergency.

9. Know Why You鈥檙e Buying Before You Buy – Yetunde*, F, 38

My first investment was just, 鈥淚 have money, let me invest it.鈥� I didn鈥檛 have a goal, a timeline or even a clear reason for choosing that particular stock. I just wanted to be able to say I owned shares. Looking back, that made it difficult to know what to do when the stock moved. Now, before I buy anything, I ask myself what I鈥檓 actually expecting from the investment and how long I鈥檓 willing to leave the money there.

10. Past Performance Doesn鈥檛 Mean It鈥檒l Happen Again – Oluwatomi*, M, 44

I bought my first stock because I saw how much it had grown previously and assumed I was getting in before the next big jump. Of course, the market did not care about my plans. It didn鈥檛 perform the way I expected. That鈥檚 when I learnt that a stock having a good run doesn鈥檛 mean it will repeat that performance after you buy it.

And it鈥檚 not just the money. Beauty maintenance takes time, planning, and sometimes a level of commitment you never actually signed up for. It can feel endless, and not every woman even enjoys it. Some genuinely love it or see it as a way to take care of themselves. Others do it because looking 鈥減ut together鈥� makes them feel more confident.

Still, opting out isn鈥檛 always simple. There鈥檚 the pressure to look presentable at work, on dates, at social events, online, or simply when you leave the house. So even when you鈥檙e tired of spending money on your appearance, there can be a feeling that you can鈥檛 quite stop. 

In Nigeria, beauty and personal care are a multi-billion-naira market. says Nigeria’s beauty and personal care retail value even grew by 23% in 2025, reaching $10.17 billion, with skincare and colour cosmetics among the categories that maintained demand despite inflation. But the scale of the industry only tells part of the story. For women, the cost of beauty isn鈥檛 just reflected in the products and services we buy. It鈥檚 also in how often we have to buy them again and the time and effort it takes to keep up the appearance you鈥檙e expected to have.

This raises the question: 鈥淗ow much does it cost to maintain the appearance you鈥檙e expected to have, whether you enjoy it or not?鈥�

So, How Much Do Women Really Spend On Beauty Maintenance?

To better understand this, we asked seven women to break down what they spend on beauty and appearance, what they consider non-negotiable, whether they genuinely enjoy maintaining their appearance, and whether they鈥檝e ever felt pressured to spend more because of how they might be perceived.

1. 鈥� I Spend Roughly 鈧�500,000 on My Appearance鈥� 鈥� Salmah*, 44, Business Entrepreneur

My beauty spending is actually quite specific. I don鈥檛 spend money on everything people might traditionally consider beauty maintenance. My hair is in locs, and my daughter helps me maintain them, so that鈥檚 one expense I don鈥檛 have to worry about. I mostly spend on skincare, nails and perfume.

Skincare takes about 鈧�90,000 to 鈧�150,000 when I need to restock, and I spend around 鈧�30,000 to 鈧�50,000 on my wax. But my biggest expense by far is perfume. I can easily spend 鈧�250,000 to 鈧�300,000 on fragrances and Tuaren Wuta (Traditional Incense Perfume) in a month, especially when I鈥檓 buying something new or restocking. When you add it all up, I spend roughly 鈧�500,000 a month on my appearance.

Perfume is my non-negotiable. I like smelling good, and I鈥檝e always believed that how you smell is part of how you present yourself. If I have to cut back somewhere, I would rather reduce my skincare spending than compromise on my fragrance.

I genuinely enjoy taking care of myself, but for me, it鈥檚 less about following every beauty trend and more about maintaining the things I personally care about. I don鈥檛 need to have my hair done every few weeks or constantly have lashes and makeup. I know what makes me feel good, and I spend my money there.

I wouldn鈥檛 say I feel pressured to spend money on my appearance in the same way I might have when I was younger. As a business owner, I meet different people all the time, so being presentable is important to me, but I鈥檝e become much more confident about deciding what that looks like for myself. I don鈥檛 think I need to spend money on every beauty service just because other women are doing it.

At the end of the day, I鈥檇 rather have my locs, good skin, and smell expensive.

2. 鈥淚 Spend About 鈧�115,000 on Maintaining Myself鈥� 鈥� Adaeze*, 28, Chef

My beauty expenses are a little higher because fitness is part of my routine. My gym membership is about 鈧�30,000 per month, and I spend roughly 鈧�40,000 on face wash, moisturiser, and sunscreen. Hair is around 鈧�20,000 whenever I need it done, while nails and other smaller things can add another 鈧�25,000.

When everything falls in the same month, I鈥檓 spending around 鈧�115,000 on maintaining myself.

My non-negotiable is the gym. For me, it鈥檚 not just about looking good. I like how I feel when I鈥檓 exercising consistently, and I鈥檝e noticed a difference in my confidence and energy.

I genuinely enjoy some aspects of beauty maintenance, but I also think women are constantly being given a new list of things we鈥檙e supposed to fix. Your skin should be clear. Your hair should be laid. Your body should be a certain shape. Your teeth should be perfect. Your nails should be done. You should smell good. At some point, it stops feeling like one beauty routine and starts feeling like an endless maintenance project.

Social media definitely adds to that pressure. There鈥檚 always someone looking more polished, and because we see those images every day, it can start to feel like that鈥檚 the norm.

3. 鈥� I Wonder Why Being a Woman Is So Expensive鈥� 鈥� Treasure*, 31, In-House Legal Counsel

Hair is probably my biggest beauty expense. Depending on the style, I spend between 鈧�30,000 and 鈧�50,000. My nails are around 鈧�15,000, and skincare and body care can come to another 鈧�50,000. I鈥檒l do lashes for certain events, but they鈥檙e not something I maintain every month.

On average, I spend about 鈧�95,000 to 鈧�115,000 when everything lines up in the same month.

My hair is non-negotiable. I feel completely different when my hair is done properly, and since I interact with people a lot, I like to look put together.

I genuinely enjoy beauty and getting ready, so I won鈥檛 pretend all of it feels like a burden. But sometimes I do wonder why being a woman is so expensive. There鈥檚 always something that needs to be done, replaced, touched up or maintained.

Events definitely make me spend more. If I have a wedding, birthday, or other important social event coming up, my normal beauty budget suddenly isn’t enough. You start thinking about whether your hair looks good enough, whether you need your nails done, whether your skin is behaving and whether you need makeup. It can feel like there鈥檚 an unspoken expectation to show up looking a certain way.

4. 鈥淚 Actually Hate the Phrase Beauty Maintenance鈥� 鈥� Zoe*, 25, Journalist

In a typical month, I spend about 鈧�20,000 on skincare and haircare products, although I try not to have everything finish at once. I usually set that money aside separately. My hair has also been in twists for most of the year, which costs me about 鈧�10,000 to do. My nails cost less than 鈧�20,000, depending on the design, though I don鈥檛 necessarily get them done every month. I usually buy my skincare every three to six months, and none of my products costs less than 鈧�10,000.

So, in a normal month, I鈥檓 spending about 鈧�30,000 on beauty expenses, though months when I need to restock products or get my nails done can be more expensive.

If there鈥檚 one thing I won鈥檛 compromise on, it鈥檚 skincare. I have to have my skincare products. Right now, mine is almost finished, and I鈥檓 already looking for who will dash me money to restock.

I enjoy some aspects of self-care, but I actually hate the phrase 鈥渂eauty maintenance.鈥� The things I don鈥檛 enjoy, I simply don鈥檛 do. I鈥檒l get lashes or nails done when I have a special occasion or when I feel like it, but I don鈥檛 feel like I have to keep up with them constantly.

I used to feel pressure to spend money on my appearance because of how people might perceive me, but these days, I just dey fight for my life, so I don鈥檛 bother. Na everybody sabi.

5. 鈥淚鈥檓 Not Entering Debt Because an Instagram Woman Has Russian Lashes鈥� 鈥� Wunmi*, 26, Hotel Receptionist

My beauty expenses are fairly simple. Hair is usually around 鈧�15,000 to 鈧�20,000 when I need it done, while facewash, moisturiser, and sunscreen come to about 鈧�30,000. I might spend another 鈧�5,000 to 鈧�10,000 on my nails, but lashes aren’t a regular expense for me.

On average, I鈥檇 say I spend 鈧�45,000 to 鈧�50,000 a month, depending on what needs attention.

For me, the non-negotiable is anything that makes me smell good. I can have bare nails and simple hair, but I don鈥檛 want to leave the house smelling anyhow. Perfume, deodorant and body care are more important to me than having every part of my appearance done.

I enjoy taking care of myself, but I like it when it feels simple. I don鈥檛 want to get ready to become a whole production every week just because that鈥檚 what everyone else is doing.

I definitely used to feel pressure to spend on my appearance, especially online. You鈥檒l see someone with perfect hair, full makeup, lashes, nails and everything looking expensive, and suddenly your own face starts looking somehow. But I鈥檝e reached the point where I鈥檓 not entering debt because an Instagram woman has Russian lashes.

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6.  鈥淚 Won鈥檛 Abandon What Makes Me Feel Comfortable Because of Money鈥濃�� Abigail*, 21, Student

I鈥檝e actually reduced how much I spend on beauty because I got tired of constantly spending money on my face and body. Hair costs me around 鈧�15,000-鈧�20,000 when I get it done, and I spend roughly 鈧�30,000 on skincare.

So in a normal month, I鈥檓 spending around 鈧�50,000, though that can increase when I have an event or something else to prepare for.

Skincare is still non-negotiable because I鈥檓 not willing to completely abandon something that makes me feel comfortable in my skin just because money is tight.

I enjoy the parts of beauty maintenance that I genuinely like, but I don鈥檛 want my existence to revolve around looking presentable. Sometimes I ask myself, 鈥淒o I actually want this, or do I just feel like I鈥檓 supposed to want it?鈥� That question has helped me cut down on a lot of unnecessary spending.

I have definitely felt pressure to spend money on maintenance before, especially in social situations and at events. There are times when you know everyone will be dressed up and you start thinking about your hair, nails, makeup and everything else. But these days, I鈥檓 more conscious about spending money just because I鈥檓 afraid of what people will think.

7. 鈥� I Spend 鈧�300,000 – 鈧�400,000 on Beauty and Appearance鈥� 鈥� Temilade*, 34, Project Manager & Content Creator

My beauty expenses can get pretty high because I maintain quite a few things at once. Hair alone can cost me between 鈧�70,000 and 鈧�100,000, while skincare is around 鈧�65,000 to 鈧�80,000. I spend about 鈧�20,000 on body care, 鈧�20,000- 鈧�25,000 on nails, and 鈧�15,000- 鈧�20,000 on lashes. Brows, waxing, and other treatments can cost an additional 鈧�70,000 to 鈧�100,000, while makeup, perfume, and miscellaneous beauty purchases add to the total.

I don鈥檛 necessarily sit down and decide, 鈥淚鈥檓 going to spend 鈧�400,000 this month.鈥� It just happens. If I have an upcoming event, I can easily spend another 鈧�30,000 to 鈧�50,000 preparing for it. So, depending on the month, I spend between 鈧�300,000 and 鈧�400,000 on beauty and appearance.

My hair and skin are probably my biggest non-negotiables. I can cut back on some things, but those are the two things I notice immediately when I鈥檓 not maintaining them.

I genuinely enjoy getting ready and looking good. I like the process and how I feel when I know I look good. But I鈥檓 also aware that I鈥檝e probably become accustomed to a certain standard. Once you get used to maintaining yourself a particular way, reducing your routine can feel like you鈥檙e letting yourself go, even when you know that鈥檚 not necessarily true.

To be honest, there鈥檚 pressure to do these things. Some of it comes from social media, some from work and social events, and some from within. I don鈥檛 want to look back at pictures and feel like I didn鈥檛 look my best. Because when I really think about it, 鈧�400,000 is somebody鈥檚 entire salary.

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So, What Does This Actually Tell Us?

The first thing that stands out is that there isn鈥檛 one definition of beauty maintenance.

For one woman, it鈥檚 mostly skincare and hair. For another, smelling good matters more than perfect nails or lashes, while someone else considers the gym part of maintaining her appearance. Other women are tired of spending money on hair and skin care to maintain their appearance because the costs keep adding up.

Looking at these numbers, it鈥檚 clear that beauty maintenance is no longer an occasional expense for many women. It鈥檚 a recurring financial commitment, one that can quietly take up a significant portion of their earnings.

And the cost isn鈥檛 only about wanting to look good. For some women, being well-groomed affects how they feel about themselves, how they show up at work, how they鈥檙e perceived professionally, and how comfortable they feel in social spaces. Looking good can feel less like a choice and more like part of the cost of participating in everyday life.

But there鈥檚 another question worth asking: how much of this are we actually choosing, and how much are we maintaining because we鈥檝e been taught that this is what a 鈥減ut-together鈥� woman should look like? Because the standard keeps moving. Natural hair is beautiful, but it still needs to be laid. Bare nails are fine, but they should at least be clean and manicured. No makeup is encouraged, but your skin should look flawless. And please, smell good while you鈥檙e at it.

There鈥檚 always another detail to fix, another product to buy, another appointment to make and  in a country where salaries are already being stretched across food, transport, rent, data and family responsibilities, spending tens or even hundreds of thousands of naira a year to maintain your appearance raises an uncomfortable question:

When did looking good become this expensive?

And perhaps more importantly, who decided what 鈥渓ooking good鈥� was supposed to cost us?

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