The Gen Z Glow Down doesn’t mean feeling straight-up drab, but instead of committing to hair, skin, makeup, tanning, waxing, and nails, they’re giving up certain luxuries or downgrading the cost of others. A custom nail art diehard turning to reusable press-ons. A committed bottle blonde opting for their natural hair color instead. They might want to be able to pay a pretty penny for in-office cosmetic procedures like their millennial foremothers, but their makeup comes from the drugstore. Read on for stories from three older Gen Zers about how they’re glowing down to save money and what they’ve learned along the way.
From Maxed Out To Minimalist
During Sophie’s early postgrad life in Atlanta, she was making $40,000, was paying $750 in rent, and felt like she had money to blow. She was also investing in an upgraded beauty routine after feeling like she didn’t do a lot of self-care in college due to a lack of time and a tight budget.
It took her one $400 trip to a Manhattan salon to decide she would never go blonde ever again.
When she started working full-time, she’d get a full blonde balayage three times a year (she’s a natural brunette), acrylic nails with dip powder, and a full bikini wax every five weeks. She also “religiously” fake-tanned during her time down south. “I really upped my game [from college], but I never felt like I was living outside of my means.”
Four years later, her job brought her to New York City, and even though her salary increased to $62,000, living in a city 60% more expensive than Atlanta made her become a bit of a minimalist. It took her one $400 trip to a Manhattan salon to decide she would never go blonde ever again.
“I was sick to my stomach. I said to myself, ‘This is the last time I am ever doing this,’” says Sophie, now 29. She had been dyeing her hair blonde in some capacity for nearly 11 years and never paid more than $250.
Soon after, she quit bikini waxes and scaled back on tans unless she had a big event like a wedding or work conference. The manis and waxes quickly became less of a priority once she stopped getting them consistently, and facials that double as a mindful wellness moment now top her list. Over the past four years, she’s more than doubled her income to $150,000, but her priorities have stuck. Though she still misses her consistent glow, she’d rather spend her money on really nice skin care or her quarterly trip to a spa, where a day pass costs $70 and services start at $170 — which is still less than a full blonde dye job, by the way.
Cost Per Use > Overconsumption
For Mikaela Wilson, a 26-year-old content creator based in Los Angeles, cost per use is king. On TikTok, she shares videos about the skin care and makeup she won’t spend money on (full-size perfumes are big no-no’s unless she’s already finished a full tester), and her lower-cost DIY treatments.
“I’d rather go out with my friends and spend money on food,” she says. “I hate when I feel like I need to maintain something.” She just moved into her own apartment, so she has cut back on unnecessary costs where possible since she’s no longer splitting home expenses with a roommate.
Now she rarely gets her nails done, treats herself to the occasional pedicure (she’s often in open-toed shoes or at the beach), gets her hair cut once a year without highlights, and prefers lower-cost brands like The Inkey List, La Roche-Posay, and medicube for her skin care. But when it comes to at-home cosmetic tools she can use over and over, she’s game to shell out cash.
“I’ll spend money on a red light therapy mask that I can do every day to make my skin clear so that I don’t have to spend money on makeup to cover it up,” Mikaela says.
Beauty products play a significant role in Alyssa’s life, especially since her job as a news reporter in New Orleans puts her in front of the camera daily. She values high-end products that help her look her best on screen, such as the Current Body LED mask and Crown Affair brush. These tools have made a noticeable difference in her skin and hair, reducing the need for specialty products. Alyssa believes in investing in products that will last a long time, like the ones she uses for her beauty routine.
While Alyssa splurges on certain makeup and hair products for her TV appearances, she opts for drugstore alternatives when she’s not on camera to save money. She prioritizes her curly hair journey, seeking out a specialist and products that work well for her hair type. Alyssa has made adjustments to her beauty routine to save money, such as scaling back on nail designs and opting for more affordable nail services.
In contrast, older members of Gen Z are making financial trade-offs when it comes to beauty treatments. They are prioritizing where they spend their money, considering what is worth the investment. While they may dream of indulging in more expensive treatments like Botox or laser hair removal, their current budgets dictate their beauty routines.
Sophie, for example, used to prioritize blonde hair, hairlessness, and tanning in her early 20s but now focuses on investing in skincare for a flawless complexion. Despite their budget constraints, twentysomethings are looking forward to a time when they can afford more beauty treatments without financial stress.
Overall, balancing beauty priorities with budget constraints is a common theme among young adults. While they may need to make sacrifices now, they are hopeful that as their incomes grow, they will be able to indulge in more beauty treatments without breaking the bank. Transform the following:
“He was running late for work because of traffic on the highway.”
into:
“Due to heavy traffic on the highway, he was behind schedule for work.”
