You spend 鈧50,000 on your hair, and three weeks later, it needs to be done again. Your nails have grown out. Your skincare is finishing. Your perfume is running low. Or, there鈥檚 an event next weekend, so you鈥檙e thinking about all of that and if there鈥檚 anything else you need to buy.
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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