Why the price of beauty is higher for women – and what you can do about it

Ever stood in the shower and wondered why your fruity, pink body wash cost five times more than your partner’s sport-scented version? Congrats – you’ve just met the pink tax.

No, it’s not an actual tax, it’s a marketing trick where women’s products – from razors to shampoo – are slapped with a higher price tag just because females are obviously prepared to pay a higher price for beauty.

Here’s what’s going on – and how you can fight back.

The pink tax: what’s the damage?

Brace yourself. On average, women are paying 40% more for basic toiletries than men, according to research from the Co-operative Bank. Here are some of the worst offenders:

• shower gel: £5.49 for women vs £1.04 for men – a casual 428% markup
• shampoo: £15.22 vs £6.11
• razors: £3.27 vs £2.66
• deodorant: women pay 34% more to smell nice

Short-changed and overcharged

The disparity in gender-based pricing, together with the gender pay gap, means women hand over a bigger chunk of their income to cover essentials than men. Stats from the Co-operative Bank show women spend 64% of their income on essentials, whereas for men, that figure drops to 53%.

So, yep – we’re being short-changed and overcharged.

How to dodge the pink-tax trap

Here are our top tips on how to avoid overpaying:

1. Raid the men’s aisle

Don’t let a blue bottle put you off – men’s razors, body wash and shampoo work just as well. And some products, like face creams, have exactly the same ingredients as those targeted at women – just with different packaging and a lower price tag.

2. Ignore the pretty packaging

Floral logos and pastel colours don’t clean you any better. Flip the bottle, check the ingredients, and see if a cheaper option does the same job.

3. Buy big, buy smart

Multi-buy offers, supermarket own-brands and bulk buying can save you cash. Beauty aisles on the high street? Often more expensive than your local supermarket. Time to get supermarket-savvy.

4. Call it out

Spot a ridiculous price difference? Flag it. Tweet it. Grumble about it to customer services. Consumer pressure got rid of the tampon tax – the pink tax could be next.