The Pink Tax and the Price of Being a Woman

By: Shreeya Ram

Throughout history, being a woman has had its costs, but in today’s world, those costs are reflected in the price tags we see every day. The pink tax refers to the markup that many companies put on products marketed towards women. Products marketed towards men will have the same function, size, and packaging; the difference between men’s and women’s products comes down to the color and scent. While the pink tax reflects broader gender inequality, its legality is complex and varies by state and country.

This is not a new phenomenon. A 1994 study found that women paid $1,351 more per year for similar products and services compared to men (Meyer). Companies have often tried to explain away the price difference as a result of the added costs from changing colors and designs for the female-marketed products (Meyer). The reality is that when we look at the numbers with the difference in costs for production and the prices that we see in stores, it adds up. The difference in the cost of production is minuscule, especially when many of these products and services are nearly identical despite the gender based marketing (Meyer). Most importantly, these marked-up prices are seen in almost every product that women buy, ranging from razors and deodorant to dry cleaning. A popular hygiene brand, Method, charged $9.19 for the women’s 18-oz body wash but only $7.99 for the men's body wash of the same amount (Shivani). A U.S. government study looked at 800 gender-specific products from nearly 100 brands. It found that women’s personal care items cost 13 percent more than similar men’s products, while women’s accessories and adult clothing were 7 and 8 percent more expensive, respectively (Feingold). Another U.S. study found that women’s dress shirts cost more than 90 percent extra to dry clean compared to men’s shirts (Feingold). One reason why this issue hasn’t received a substantial amount of legal attention is that the difference in cost for a single product might not seem like much. However, over the course of a year, a woman might end up paying thousands of dollars more for the same products that a man buys (Wakeman).

While some states have attempted to solve the issue of gender-based marketing and these price differences by banning gender based pricing, there is no federal standard in the United States that addresses this (Feingold). Some regions have attempted to reduce taxes on menstrual products, and states such as California have even implemented laws to mitigate the pink tax crisis. In California, Assembly Bill 128 prohibits corporations from charging consumers different prices based on gender, and companies that violate this rule are subject to fines and other penalties (Downs et al.). A Pink Tax Repeal Act was introduced in the 118th Congress, but it is still in the committee stage and hasn’t moved on to voting in the House (Pink Tax Repeal Act). However, even when the act passes, the reality is that enforcing legal action becomes difficult when U.S. corporations have had a long history of profiting from and exploiting women. If companies are able to prove that making a razor in pink, or adding flowers to a package, does cause some production differences, then, then it becomes easier and easier for them to apply a surcharge.

In short, the pink tax is more than simply unfair pricing. It reflects the broader gender inequality built into everyday life. Women consistently pay more for products and services that are essentially the same as those marketed to men. Without clear legal protections, companies can continue to charge extra under the excuse of marketing or small production differences. Tackling the pink tax will require awareness, advocacy, and stronger laws. Until then, living as a woman will continue to cost more.

Works Cited

Downs, Jason, et al. “California’s Pink Tax Law: How New Gender-Based Pricing Regulations Impact Businesses.” Www.hoganlovells.com, 30 Sept. 2024, www.hoganlovells.com/en/publications/californias-pink-tax-law-how-new-gender-based-pricing-regulations-impact-businesses.

Feingold, Spencer. “What Is the ‘Pink Tax’ and How Does It Hinder Women?” World Economic Forum, 14 July 2022, www.weforum.org/stories/2022/07/what-is-the-pink-tax-and-how-does-it-hinder-women/.

Meyer, Julia. “The Pink Tax: The Cost of Being a Woman - National Organization for Women.” National Organization for Women, 8 Aug. 2024, now.org/blog/the-pink-tax-the-cost-of-being-a-woman/.

Shivani, Prisha. “Pink Tax: How Much Are You Willing to Pay for Deodorant? – the Phillipian.” The Phillipian, 9 Feb. 2024, phillipian.net/2024/02/08/pink-tax-how-much-are-you-willing-to-pay-for-deodorant/.

Torres, Norma J. Pink Tax Repeal Act. H.R.7828, 26 Mar. 2024, www.congress.gov/bill/118th-congress/house-bill/7828/titles.

Wakeman, Jessica. “The Real Cost of Pink Tax.” Healthline, 2 Aug. 2018, www.healthline.com/health/the-real-cost-of-pink-tax#The-pink-tax.