Pink Tax: The Hidden Cost of being a Woman
Last week, as I stood in the toiletry aisles in boots, staring at two identical packets of razors, the pink ones clearly marketed to women like me, were priced at £2.29 for an 8 pack, yet right beside them sat blue men's razors for £1.49 for a pack of 10 (The Guardian). Same brand, same basic function but somehow my gender had earned me a 42% markup and fewer razors. This wasn't my first experience with what economists call “Pink Tax”, where products marketed to women consistently cost more than the male equivalent. This frustrating reality has been draining us for years.
The reality of gender based pricing:
My morning routine is a great example of how pricing can change dramatically depending on who is buying the product. I look at products I use daily, such as my deodorant which costs £1 more than my brothers, despite containing essentially the same ingredients. My shampoo, packaged in bright colourful pinks and a slogan promising to make my hair “silky smooth” runs at 30-40% (Co-Operative Bank) higher than his basic black bottle. Research studies reveal women pay an average of 37% more for gender targeted products in supermarkets such as Tesco. The House of Commons Library 2016 (HouseofCommons) research shows that gender discrimination starts early, even to the point of toys marketed to girls often costing more compared to identical toys in different colours aimed at boys. This invisible overcharge affects everything from toiletries, clothes, services and toys across the UK.
When sitting down and actually calculating the Pink Tax burden the numbers are shocking. Calculating my own personal products, clothing, services and everyday necessities, it is an estimated spending of an extra 40% per year than men simply because we are women! (Co-Operative Bank). The Office for National Statistics reported a 13.1% gender pay gap in 2024 (ONS) showing that as women we are earning less yet paying more for our basic necessities than men the irony is real.
Psychology behind pink tax:
Through research, I've come to understand how companies use gendered marketing to justify these price disparities. Apparently as women we are generally less price sensitive when purchasing personal care items as they are more of a necessity to us women than men, so companies use this as an excuse to increase the prices on womens products. (Wealth).
I can recognise this in my own shopping habits, when I need deodorant I grab the same brand I've always used without even thinking of comparing it to alternatives nevermind male alternatives, marketing has conditioned us to believe that women's needs are somehow different, more complex and require more specialised formulations making us believe there is justified reasons for higher prices.
The beauty industry in particular uses social pressures around appearance standards. To which I've fallen victim myself, purchasing more expensive products that describe the products with things such as “Glow up” or “feminine” promising to solve problems I didn't even know I had to begin with. The messaging is so subtle but powerful, suggesting to be an acceptable woman within society, we must put more time and money into our appearance and personal care.
Fighting Pink Tax:
Awareness, more awareness is key. I now actively compare prices between mens and womens versions of products, often discovering masculine options work just as well for half the price, performing exactly the same such as body wash, razors etc., if not the same, some work even better.
We need to start supporting brands that embrace gender neutral marketing and pricing such as Loreal, using social media to spread awareness and point out ridiculous examples of Pink Tax pricing. When you spot particular brands doing this share, warn your friends and family, spreading awareness to show these brands that we recognise the gender disparities and strive for change.
This economic inequality affects millions of women daily. This isn't just about paying extra for razors it is about how insignificant discriminatory practices lead to financial concerns over time. Psychologically the impact goes beyond financial cost, every time we encounter gender based pricing, we are reminded that society views womens needs as an opportunity for profit gain rather than basic necessities deserving fair treatment.
My experience has convinced me that addressing the Pink Tax requires action on multiple fronts. As consumers, we need stronger price comparison habits and dedication to choose purpose over gendered marketing. Policy changes could make a real difference too, with specific legislation prohibiting gender based price discrimination and regular investigations by market authorities that could help in reducing inequality. Businesses have a role to play as well, companies that inspect their pricing for gender disparities and embrace equality about cost structures are seen and greatly appreciated. When brands explain legitimate cost differences clearly, as a community we are more likely to accept price differences, but when companies can't justify their pricing beyond “its pink” they will lose business.
Pink Tax has opened my eyes into how widespread gender based economic discrimination remains in society. Awareness needs to empower us as women to fight back, make conscious decisions, support ethical businesses and call out price disparities. Pink Tax represents more than unfair pricing, it is a symbol of how deeply rooted gender discrimination remains in our society. The goal isn't special treatment, it's basic equality and fairness in a marketplace that too often views our gender as an opportunity for profit rather than a reflection of our equal value as consumers.
By: Morgana Jones, Student Placement (Ulster)