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​​In recent months, a joke circling the internet is that someone will spend hundreds of dollars in Sephora, yet leave with the smallest bag known to man. On a deeper level, there is more to understand about this phenomenon. An assumed luxury and high price tag comes with a trip to purchase cosmetics. Makeup is not a necessity, yet brands are charging astronomically high prices for products. Why would they stop when there is a proven lucrative market? Recently, there has been discourse surrounding certain beauty launches and their prices. This is a matter in which more creators and consumers are engaging, and there’s a broader conversation to have, surrounding responsible spending and buying. 

 

There is one thing no one can deny – the cost of makeup has been steadily increasing in recent years. This is true across the board, ranging from drug stores to luxury products. In the past few years, an increased desire for luxury and high-end beauty products has swept the consumer-base. Subsequently, as a result of price increase and the rapid fire of new product releases, there’s been a massive influx in consumer spending. The price of beauty products has certainly faced recent criticism, with many TikTokers and consumers complaining that prices seem to be rising and, in a lot of cases, for smaller products. However, numerous brands have explained that consumers must pay a hefty price not only for uniquely formulated products but also due to rising prices of raw goods. This is an issue that has been causing waves throughout the beauty community, with many consumers feeling overwhelmed by the constant increase in prices and new product launches. The price of beauty products should be followed in the coming months due to changes and possible instability within the economy.

 

The average Gen-Z American spends about $2048 yearly on cosmetics. That significant amount speaks to the broad influence and reach the beauty industry has over the economy and culture of the United States. Gen-Z is not alone in its spending habits; across multiple generations, the average spending on cosmetics is substantial. While luxury beauty has always had a price tag attached, there has been an exponential increase in recent years. In 2023 alone, prices rose 5%  due to the soaring costs of raw materials, packaging, and overall demand. While year-to-year changes may seem minimal, the proliferation of this pattern has a larger, long-lasting impact. 

 

A prime example of a pricing scandal comes from celebrity makeup artist Patrick Ta. Known for his inclusive and rich formulas across all areas of beauty, he recently announced on TikTok the drop of his lux Major Dimension Eye Illusion Eyeshadow Duos. The products retail for $42,  receiving backlash from online creators for the seemingly outrageous price. Patrick Ta took to TikTok, explaining that the formula is made in an Italian lab specializing in a production technique called a slurry, “which is baked rather than pressed and composed of ‘100% pearl,’ with no filler pigments.” Ta further explained that the quality of the product is worth the price point, especially considering the range of prices within the current market. While some creators bashed Patrick and insinuated that this price was unfair to consumers, others defended him and his brand by referring to other high-priced items on the market. One example is Urban Decay's 24/7 Moondust Glittery Eyeshadow, which retails a singular shadow pan for $24; creators pointed out the inconsistencies of criticizing Patrick Ta pricing but approving of Urban Decay’s. 

 

While this is just one small example of price discourse within the beauty industry, it applies to a bigger topic that is becoming increasingly common due to rising prices. Makeup is a luxury. Being able to afford not only the products is very important to many individuals. As prices increase, consumers begin to expect not only a quality formula, but an overarching story and cohesive idea for their beloved products. This consumer trend can be seen in top beauty brands utilizing themed and complimentary launches to better sell and tell the story of their makeup. When looking at Patrick Ta and his eyeshadow duos, while the price may be seemingly higher than others, he is also providing consumers with unique aspects of his brand: slurry formula, mirror compact, lux, and user-friendly packaging. This cohesive launch with a story is becoming a necessity in the industry that's charging a significant price tag for its unique innovation.

The beauty industry is one of the most lucrative markets in the global economy, and its presence can be seen in almost all aspects of media and everyday life. Nonetheless, it is important to discuss and analyze trends and pricing within beauty launches, because, as a consumer, it is our job to be conscious. It can be hard to spend and consume responsibly when there is one tempting release after another. This challenge is further demonstrated by the fact that prices seemingly continue to rise with every new release, but the first step is engaging in healthy and productive conversations and spending habits.