What is the pink tax explained

The “pink tax” refers to the higher prices often charged for products and services marketed to women and girls compared to similar items aimed at men and boys. While not an official tax, this form of price discrimination increases everyday costs for women, from personal care to healthcare and clothing. Understanding the pink tax helps reveal how economic systems and gender norms combine to deepen inequality for women and girls around the world. 
 

What is the pink tax?

Despite having ‘tax’ in the name, the pink tax is not an actual government tax. The pink tax is the extra cost for products aimed at women and girls compared to similar ones marketed for men and boys. It’s also known as gender pricing or price discrimination. It means women often pay more for products like personal care items and clothing than men do. 

What is price discrimination and how it links to the pink tax

Price discrimination is a pricing strategy where a business charges different prices for the same (or very similar) product. They do this to make a profit, not because the cost of production or manufacturing is more.   

The pink tax is when products marketed to women are more expensive than very similar products marketed to men. For example, razors, shampoo, and deodorant. Often the only difference is the colour and packaging, not the product itself.  

 Businesses group customers into categories like men, boys, women, and girls. They often charge women more, because they believe women are willing to pay more. And they know women will still buy the product even at a higher price. This is a form of price discrimination. 

The higher price for women is a pricing choice, not a cost difference. A 2024 study by Intrum found that women spend more of their income on essentials (64%) than men (53%).

Why does the pink tax exist 

The pink tax exists because of gendered marketing and unequal power in the economy. Companies use gender norms and stereotypes to market products to women. They present these products as more specialised, attractive, or necessary. This tactic lets them charge higher prices, even when the products are similar to men's.

Women often face pressure to spend more on their appearance. They also have fewer economic advantages due to the gender pay gap. This creates a pricing imbalance that benefits businesses and feels normal in society. 
 

Gendered marketing cost, plus pricing and profit 

Gendered marketing costs, pricing, and profit help explain how and why the pink tax occurs.    

Gendered marketing refers to the way companies design and advertise products specifically for women or men. Products marketed to women often use different colours, packaging, scents, and branding that emphasise beauty, care, or luxury. Companies may claim these features increase production or marketing costs. However, the actual cost difference is often minimal.   

Pricing is where the pink tax becomes visible. Products aimed at women often cost more than similar men’s products, even with the same production costs. This pricing focuses less on cost and more on perceived value. Companies assume women are more likely to pay extra for products related to appearance or self-care.   

Profit is the main incentive. By charging more for women’s products, companies boost profit margins without much extra cost. Gender norms make these products feel essential, not optional. So, demand stays high, allowing higher prices to persist. 

Pink tax examples in everyday life

People often think of razors and deodorant as common examples of the pink tax. These products are usually priced higher when marketed to women compared to men. But there are many other examples, such as toys and accessories for girls and haircuts.   

A study by the New York City Department of Consumer Affairs found that, on average, girls’ toys and accessories cost 7% more than those for boys. The highest price difference was in helmets and pads. They cost girls nearly 13% more than the same products for boys.
 

The pink tax examples in health care, clothing, and personal care 

The same New York study found that personal care products cost women 13% more than men. This includes items like shampoo, conditioner, razors, lotion, and deodorant. Hair care was the biggest price discrepancy. Women paid 48% more for shampoo and conditioner than men.   

The same study showed women’s clothing often costs more than men’s. This is even when the products are similar. For example, women’s jeans cost roughly 10% more than comparable men’s jeans. Shirts were 15% higher than men’s. And when it comes to clothing for children, girls’ jeans cost 8% more than jeans for boys. It also cost 13% more for girls’ shirts compared to shirts for boys. 

In 2021, Parsehub found that women in Canada were paying over 50% more for deodorant and body wash than men. This was seen in major retailers, such as Walmart.

CBC’s Marketplace found that painkillers for period pain cost more than those for other pain relief. This is despite the painkillers being near-identical. The period pain relief product was priced at $16.99 and located in the feminine hygiene aisle with tampons and pads. They were also marketed as "fast relief from menstrual cramps, headaches, backache" and other pains. In contrast, the headache painkiller cost $13.99. 

Pink tax in the developed world and global perspectives

The pink tax is not limited to one country or culture. It happens in various ways across the developed world and global markets. Looking at both developed-world contexts and global perspectives helps reveal how gender-based pricing is shaped by economic systems, cultural norms, and levels of regulation. 

How the pink tax affects women in low-income countries

The pink tax has a stronger negative impact on women in low-income countries. This is because generally women have less income. They are also more likely to have fewer choices and weaker legal protections. 

Here are the key ways it affects them: 

1. Higher financial burden 

Women often earn less than men. They may also work more in informal or unpaid jobs. When essential items such as menstrual products cost more, they take up a larger share of women’s limited income. 

2. Reduced access to health products 

Limited access to menstrual products affects women's health, dignity, education, employment, and participation in public life. It can lead to women using unsafe or unhygienic alternatives. They may skip necessary products altogether. Not having access to menstrual products, for example, can stop girls from going to school. This disrupts their learning and limits their opportunities. 

3. Fewer alternatives and less competition 

In many low-income countries, markets are less competitive. Imported goods cost a lot, and products aimed at specific genders fill the shelves. This makes it tough to switch to cheaper options. As a result, businesses can keep higher prices for women’s products. 

4. Reinforces gender inequality 

The pink tax reduces women’s disposable income; limits access to education and employment (e.g. girls missing school because of their period) and deepens existing gender and income inequality.  
 

How the pink tax reflects gender discrimination

The pink tax reflects gender discrimination. It systematically charges women more for the same or similar goods and services. This practice reinforces unequal gender norms. And it intensifies broader economic inequalities. Even without explicit intent to discriminate, its widespread and patterned nature produces discriminatory outcomes.

Gender norms stereotypes and unequal economic value

The pink tax links to gender norms, stereotypes, and unequal economic value. It works within and reinforces old ideas about how women should look, act, and spend. 

Gender Norms 

Gender norms are social expectations for how women and men should behave. In many societies, women are expected to invest more time and money into their appearance, hygiene, and self-care. This is seen as necessary to be viewed as professional, attractive, or respectable. The pink tax exploits these norms by charging more for products aimed at women. This includes cosmetics, personal care items, and clothing, which are often pricier than similar men's products. As a result, women are financially penalised for meeting expectations that society imposes on them. 

Gender Stereotypes 

Gender stereotypes are oversimplified beliefs about women and men. Stereotypes often suggest that women care more about beauty, luxury, and looks than about being practical. Companies use these stereotypes in marketing. They add “feminine” colours, scents, or packaging. Then, they charge more, even if the product is almost the same as those marketed to men. This reinforces the idea that women are willing to pay extra for appearance-based qualities. It makes price differences normal, even when there's no good reason for them. 

Unequal Economic Value 

The pink tax reflects unequal economic value. This is because women are charged more while often earning less due to the gender pay gap. This creates a system where women’s money is valued differently. Women are expected to pay more as consumers, yet they don't earn equal pay as workers. 

Over time, these higher costs accumulate. This contributes to long-term financial disadvantage. It reinforces women’s lower economic power in society.
 

The impact on girls, women, and marginalised communities

The pink tax has wide-ranging social and economic impacts. Particularly on girls, women, and marginalised communities.  

For girls and women, the pink tax raises the prices of everyday items. This includes clothing, personal care products, and hygiene essentials. This places a long-term financial burden on those who already earn less, as identified by the gender pay gap. Over time, these higher costs limit savings, reduce financial independence, and reinforce economic inequality.  

For marginalised communities, including women on low-incomes, women of colour, transgender and non-binary people, and people with disabilities, the impact is intensified. Higher prices for gendered or “specialised” products consume a larger share of limited income, making basic needs less affordable and deepening existing social and economic disadvantages. 
 

Why the pink tax reinforces socio-economic inequality 

The pink tax reinforces socio-economic inequality by increasing the cost of essential goods for women and marginalised groups who already earn less on average. Higher prices for gendered or “specialised” products take up more of limited income. They reduce savings and deepen financial disadvantage. Existing economic inequalities become harder to overcome.
 

Challenging the pink tax and price discrimination

To challenge the pink tax, we need to: 

• Raise awareness. 
• Use legal tools to fight unfair practices. 
• Empower consumers. 
• Pressure businesses and policymakers to cut or remove unfair gender-based price differences. 

These combined actions can shift markets toward more equitable pricing. 

1. Advocacy and Awareness 

Raising public awareness and pushing for policy change are key strategies. Campaigns that show unfair pricing help shift public opinion. They also pressure companies and lawmakers to take action. 

One notable example of effective advocacy is Laura Coryton’s Stop Taxing Periods campaign. In 2015, the online petition and protest in London helped the UK government remove VAT on menstrual products also known as the “tampon tax”. This change shifted their tax status from “luxury” to exempt, lowering costs for those who menstruate. 

2. Legislative and Policy Pressure 

Lobbying for legal or regulatory changes can make it tougher to justify or enforce discriminatory pricing practices. In the UK, gender‑based pricing isn’t automatically illegal. But equality law (Equality Act 2010) provides a framework where charging different prices based on a protected characteristic (like sex) can be unlawful unless justified.  

At the EU level, policymakers have framed the pink tax as a form of indirect discrimination. This raises questions about whether current anti-discrimination laws should be stronger to address unfair price differences. 

3. Consumer Action & Market Choices 

Consumers can combat the pink tax by: 

• Choosing gender-neutral or men's products that serve the same purpose but cost less. 
• Comparing unit prices. 
• Publicly highlighting unfair practices. 

This not only saves money but signals to brands that discriminatory pricing may reduce market share. 

4. Corporate Responsibility 

Companies can choose to use gender-neutral pricing or change prices to remove unfair differences. This is happening globally, as retailers have adjusted men's and women's product prices once the gaps were pointed out. For example, in the UK, Boots reduced the price of “feminine” razors to bring them in line with men’s. 
 

Support Plan UK in tackling economic inequality 

Plan International fights economic inequality by empowering youth. We provide skills training and create opportunities for youth employment and entrepreneurship.  

Our programmes are gender-transformative. Meaning they tackle harmful norms and promote positive masculinities. This helps ensure girls and young women can access equal economic opportunities. 

You can help tackle economic inequality by donating to Fierce Voices. When you sign up, your donations can help support projects that empower girls. This helps tear down barriers so they can reach their potential. 

FAQs

How to reduce gender-based pricing inequality?

To reduce gender-based pricing inequality, we can:  

• Enforce anti-discrimination laws.  
• Promote gender-neutral pricing.  
• Raise public awareness about unfair costs.  
• Encourage consumer advocacy.  
• Pressure companies to set fair prices for similar products. 

Why does pink tax exist?

The pink tax exists purely for profit. Businesses think that women are willing to pay more for some products than men. So, they market these products differently to women. They often change the colour or packaging, even if the core product remains the same. A prime example is hair care. Separate shampoo and conditioner are marketed to women whereas men often have products that are 2-in1. When it comes to the difference in shampoo and conditioner for men and women, it’s the packaging that’s different, not the product itself.

Page published: 4 August 2026