What Does a Beauty Routine Really Cost in Your 20s?

A serum here, a manicure there, and suddenly your “self-care” looks more like a second rent payment. In an era where TikTok introduces a new must-have every week, it’s easy to wonder: how much are we actually spending to keep up with beauty? And more importantly, is it worth it?

Skincare: The Modern Essential

For Gen Z, skincare is no longer optional - it’s foundational. A cleanser, moisturizer, and daily SPF form the non-negotiables, while serums, exfoliants, and overnight masks have become beauty rituals in their own right.

The monthly reality

• Drugstore basics: €20–40

• Mid-range favorites: €50–100

• Prestige brands: €150+

  
  

According to recent surveys, women in their early 20s spend an average of €40 per month on skincare alone. Dermatologists would argue it’s money well spent: consistent sun protection and hydration today means fewer interventions later.

HER.A tip: Resist the allure of the ten-step routine. Four well-chosen products, tailored to your skin, outperform cluttered bathroom shelves.

Makeup: The Playful Investment

Makeup remains the most personal - and variable - category. For some, it’s a swipe of mascara. For others, it’s artistry.

The monthly reality

• Minimal routines: €20–40

• Balanced kits: €50–100

• Full-glam collectors: €120+

  
  

The good news? Most products last longer than we think. A quality foundation or concealer can stretch to 3 months, meaning makeup doesn’t have to rival your grocery budget.

HER.A tip: Invest where your skin meets pigment - complexion products. Rotate trends (glosses, palettes) through more affordable lines.

Hair: Beauty’s Hidden Luxury

Nothing reveals the true cost of upkeep like hair. Between salon appointments, treatments, and styling products, expenses can double before you notice.

The monthly reality

• Everyday care (shampoo, conditioner, styling): €20–50

• Salon visits: €60–150 every 2–3 months

  
  

Studies show women under 25 spend more on hair coloring than older groups - balayage, highlights, and gloss treatments are practically rites of passage. The science, however, is sobering: over-processing weakens hair, leading to more treatments, more costs.

HER.A tip: Stretch your appointments with professional-quality at-home masks and root touch-up sprays.

Nails, Brows & Beyond

The so-called “extras” are anything but, once they become habit.

The monthly reality

• Nails: €30–60 per visit

• Brows: €15–30 every few weeks

• Lash extensions: €60–100 monthly

  
  

The monthly reality: €30–100

At-home kits and TikTok tutorials are reshaping this space - chic, DIY beauty is no longer second-best, it’s a statement of independence.

The Beauty Budget, Decoded

• Minimalist routine: €70–100/month

• Balanced routine: €150–250/month

• High-maintenance routine: €300+/month

  
  

Over a year, that translates to €1,200–3,000 - a Paris getaway, a semester’s tuition, or a wardrobe refresh.

The Verdict

Beauty is no longer simply about appearances; it’s a blend of self-care, health, and cultural identity. For Gen Z, the beauty routine is as much about confidence as complexion.

But here’s the truth: the most impactful investments aren’t always the most expensive. Sunscreen, quality sleep, hydration - these timeless essentials deliver what no trending serum can replicate.

In the end, beauty should empower, not overwhelm. The best routine is one that reflects your lifestyle and values.