(WDRB/InvestigateTV) — Forty-six percent of Americans say they would go into debt to maintain their beauty routines, according to a new survey by Zenoti, a beauty and wellness software company.
The survey of 1,000 adults also found 22 percent are cutting back on groceries to afford beauty spending, and 33percent said workplace stress and burnout is pushing them to increase their wellness routines.
Sarah Simonelli of Zenoti said consumers are not abandoning their beauty regimens — but they are becoming more deliberate about how much they spend.
"They’re not willing to sacrifice, because that means sacrificing their own wellness, their self-esteem, how they look and feel about themselves as they’re going throughout their daily lives," Simonelli said. "And the value and importance of that is significant, especially — the beauty business has been around for decades, if not centuries."
Rather than cutting beauty routines entirely, many consumers are adjusting how and when they spend. Simonelli said visits are being spaced out to reduce costs, and more people are signing up for memberships in search of better value. Use of “buy now, pay later” options to cover services is also on the rise.
"Thirty-two percent, we’re seeing, are actually trading down to a more comfortable price point — where maybe years in the past they were investing or indulging in high luxury services," Simonelli said. “Now they’re thinking a little bit more practical so that it’s tangible and impactful but not overstretching their beauty spend."
At-home beauty treatments are becoming increasingly common. The survey found 44 percent of respondents are doing at-home facials, 43 percent are coloring their own hair at home and 33 percent are opting for at-home waxing instead of professional services.
Copyright 2026 Gray Media Group, Inc. All Rights Reserved.
