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The Blog Skinvestments: How Much Are Australians Spending on Their Appearance?

From everyday essentials like sunscreen and moisturisers to professional treatments and facials, Australians are putting their hard-earned money towards looking and feeling their best.

At Contour Clinics, we wanted to understand these spending habits in detail, what people are buying, why they’re buying it, and which products and treatments take priority. We surveyed over 1,000 Australians to explore their approach to skincare and cosmetic services.

Our findings reveal an annual spend of $25.4 billion across skincare and cosmetic treatments, with clear trends emerging by gender, age, and location. The results provide a detailed snapshot of how Australians see their appearance as part of their overall self-care, and where they’re most willing to invest.

Cosmetic aesthetic consultation by Contour Clinics Sydney and Brisbane

What Australians Are Spending On Skincare And Cosmetic Treatments

Unsurprisingly, SPF products are the most widely purchased, with nearly 86% of Australians spending an average of $128 each year, a positive sign given Australia’s harsh sun. Other skincare essentials, such as cleansers, serums, and moisturisers, are almost as popular, with 85% spending around $208 annually, showing that a solid skincare routine is a priority for many.

Makeup and supplements remain popular, with more than half of Australians buying them regularly. While premium treatments attract fewer customers overall, the uptake is still notable, with around one in three investing in facials, more than one in four in cosmetic dental work, and over one in seven in skin volumisation & rejuvenation treatments. Given the higher cost and ongoing commitment these services require, such figures are significant, suggesting many view them not as occasional indulgences but as ongoing commitments to their personal appearance goals.

Product or Service	% Who Spend	Estimated Avg. Spend per year
Sunscreen and SPF products	85.8%	$128.56
Skincare (cleansers, serums, moisturisers)	85.0%	$207.85
Makeup	56.7%	$208.34
Body treatments (scrubs, cellulite, contouring)	27.4%	$212.86
Tanning (fake tan, spray tanning)	24.3%	$220.38
Hair removal (laser, waxing, threading)	38.1%	$225.16
Supplements (collagen, vitamins)	54.3%	$227.31
At-home beauty devices	22.2%	$246.45
Facials and skin treatments	36.1%	$261.06
Long-term skin maintenance and longevity treatments	21.3%	$263.66
Cosmetic dental (whitening, veneers)	28.8%	$319.90
Cosmetic tattooing (brows, lips, eyeliner)	12.9%	$324.89
Laser/IPL skin treatments	18.4%	$328.66
Skin volumisation & rejuvenation treatments	15.1%	$425.13

Gender Differences In Skincare Spending: Who’s Leading The Beauty Investment?

As expected, women are more likely than men to invest in skincare and beauty products, but men still make their mark in some surprising areas.

Product or Service	% of Women Who Spend	Estimated Avg. Spend Female	% of Men Who Spend	Estimated Avg. Spend Male	Difference
Makeup	84.0%	$202.15	27.7%	$228.43	$26.28
Hair removal (laser, waxing, threading)	50.8%	$217.43	24.6%	$242.18	$24.75
Facials and skin treatments	42.6%	$277.51	29.3%	$235.43	$42.07
Cosmetic dental (whitening, veneers)	24.9%	$308.23	33.1%	$329.29	$21.06
Tanning (fake tan, spray tanning)	27.5%	$200.50	21.0%	$248.30	$47.80
Skincare (cleansers, serums, moisturisers)	95.8%	$234.64	73.5%	$170.84	$63.80
Supplements (collagen, skin vitamins)	60.0%	$226.58	48.5%	$228.28	$1.70
Skin volumisation & rejuvenation treatments	16.2%	$535.36	13.9%	$287.74	$247.62
Laser/IPL skin treatments	19.6%	$368.92	17.2%	$279.39	$89.53
At-home beauty devices	23.6%	$245.94	20.8%	$247.07	$1.13
Long-term skin maintenance and longevity treatments	20.4%	$260.85	22.4%	$266.39	$5.54
Sunscreen and SPF products	88.9%	$120.67	82.6%	$137.43	$16.76
Body treatments (scrubs, cellulite, contouring)	27.5%	$209.06	27.3%	$216.98	$7.92
Cosmetic tattooing (brows, lips, eyeliner)	12.8%	$322.15	12.9%	$327.81	$5.67

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Women’s strong daily routines stand out, with 96% using cleansers, serums, and moisturisers, spending on average $235 per year, compared with 73.5% of men who spend $171. Makeup also shows a clear gender gap, with 84% of women investing versus just 28% of men, although men who do buy makeup spend slightly more on average ($228 compared with $202 for women).

Hair removal and facials attract more women, with 50.8% using hair removal services and 42.6% getting facials, while 24.6% of men invest in hair removal and 29.3% in facials, and those men who do participate often spend a comparable amount. Advanced treatments highlight women’s commitment: 16.2% of women use skin volumisation & rejuvenation treatments, spending $535 on average, nearly double the $288 men spend, even though 13.9% of men also participate.

Men tend to prioritise cosmetic dental work and tanning services, with a higher share of men investing in dental treatments than women, spending around $329 compared with women’s $308. Tanning services show a slightly higher uptake among women, but men spend more per person ($248 versus $201). Other categories, including supplements, longevity treatments, SPF products, and at-home devices, show smaller gender gaps once men choose to invest.

Overall, while women dominate participation across most categories, men’s interest in premium services is growing, reflecting shifting attitudes toward male grooming and self-care.

Skincare And Beauty Spending Across Generations

Percentage Of Australians Who Spend On Skincare And Beauty By Age

Age also plays a big role in what Australians choose to invest in when it comes to skincare and beauty.

Product or Service	18-24	25-34	35-44	45-54	55-64	65+
Sunscreen and SPF products	89.2%	94.3%	94.4%	89.9%	82.8%	68.7%
Skincare (cleansers, serums, moisturisers)	94.6%	93.1%	95.0%	87.5%	77.1%	68.2%
Makeup	78.5%	71.4%	63.3%	58.3%	40.8%	36.4%
Body treatments (scrubs, cellulite, contouring)	40.8%	41.7%	38.9%	29.8%	10.8%	8.3%
Tanning (fake tan, spray tanning)	46.9%	38.3%	30.0%	22.0%	9.6%	7.4%
Hair removal (laser, waxing, threading)	60.0%	50.3%	58.3%	37.5%	17.8%	13.4%
Supplements (collagen, vitamins)	66.2%	71.4%	75.0%	57.7%	38.2%	25.3%
At-home beauty devices	39.2%	34.9%	28.9%	22.0%	9.6%	5.5%
Facials and skin treatments	40.0%	53.1%	46.1%	40.5%	26.1%	15.7%
Long-term skin maintenance and longevity treatments	23.8%	34.3%	29.4%	25.0%	10.8%	7.4%
Cosmetic dental (whitening, veneers)	37.7%	42.3%	38.3%	25.6%	18.5%	14.7%
Cosmetic tattooing (brows, lips, eyeliner)	21.5%	22.3%	20.6%	8.3%	3.8%	3.7%
Laser/IPL skin treatments	28.5%	34.9%	25.6%	17.9%	5.1%	3.2%
Skin volumisation & rejuvenation treatments	24.6%	26.9%	23.9%	13.1%	4.5%	1.8%

Australians aged 35–44 lead the charge in SPF use (94.4%) and other skincare products such as cleansers, serums, and moisturisers (95%), highlighting a focus on maintaining skin appearance as visible skin changes begin to appear. This age group may also have more disposable income and motivation to invest in both preventative and corrective treatments, making them particularly active in these skincare categories.

Facials and skin treatments are most popular among 25–34-year-olds (53.1%), while longevity treatments and skin volumisation & rejuvenation treatments peak among 25–44-year-olds, reflecting growing interest in addressing visible skin changes over time and long-term skin maintenance. Cosmetic dental work also sees the highest engagement in the 25–34 bracket (42.3%), likely influenced by social, professional, and lifestyle factors.

Participation in other categories, such as body treatments, tanning services, and at-home devices, tends to be higher among younger and middle-aged adults, tapering off after 45. While interest in some treatments declines with age, older adults still invest in essential skincare and premium services, demonstrating the ongoing value placed on appearance and wellbeing.

Average Annual Spend On Skincare And Beauty By Age

While participation varies by age, spending habits among those who invest reveal another layer of insight into Australians’ skincare and beauty routines.

Product or Service	18-24	25-34	35-44	45-54	55-64	65+
Sunscreen and SPF products	$149.88	$179.52	$152.53	$110.67	$85.35	$84.04
Skincare (cleansers, serums, moisturisers)	$213.76	$256.02	$231.76	$234.95	$155.85	$137.87
Makeup	$250.47	$227.78	$233.97	$188.58	$131.14	$173.23
Body treatments (scrubs, cellulite, contouring)	$236.10	$220.63	$232.97	$227.31	$101.38	$99.92
Tanning (fake tan, spray tanning)	$205.15	$240.40	$268.70	$224.12	$94.93	$140.50
Hair removal (laser, waxing, threading)	$226.07	$269.88	$220.02	$251.34	$155.18	$116.26
Supplements (collagen, vitamins)	$227.71	$240.93	$232.33	$237.91	$233.05	$158.49
At-home beauty devices	$262.96	$237.00	$265.60	$293.00	$104.90	$174.79
Facials and skin treatments	$290.13	$274.98	$279.54	$262.57	$196.20	$208.63
Long-term skin maintenance and longevity treatments	$303.71	$281.37	$300.21	$239.63	$154.24	$177.91
Cosmetic dental (whitening, veneers)	$289.50	$328.38	$320.03	$384.00	$349.71	$233.39
Cosmetic tattooing (brows, lips, eyeliner)	$258.66	$341.36	$359.82	$362.21	$199.75	$343.44
Laser/IPL skin treatments	$316.62	$369.34	$328.46	$288.92	$315.44	$224.57
Skin volumisation & rejuvenation treatments	$357.45	$395.89	$456.66	$595.07	$181.93	$462.00

Younger adults tend to spend moderately on everyday products, while older investors often allocate more to premium services.

Facials and skin treatments see consistent annual spending of over $260 across the 18–54 age group, reflecting the value placed on professional care to maintain skin vitality. Skin volumisation & rejuvenation treatments show higher spending among 35–54-year-olds, with averages ranging from $456 to $595 per year across those who spend on this area. Cosmetic dental work also attracts meaningful investment, with 25–44-year-olds spending between $320 and $384 annually.

Everyday products like sunscreen and moisturisers demonstrate strong uptake across all ages, with spending ranging from $85 among those over 65 to nearly $180 in the 25–34 age group.

These patterns highlight that while fewer older Australians participate in some categories, those who do often spend significantly, suggesting a strong commitment to long-term skincare and beauty routines.

How Location Influences Beauty Spending Across Australia

Our research also reveals some interesting variations in skincare and beauty spending across Australian states.

Product or Service	NSW	QLD	SA	VIC	WA
Sunscreen and SPF products	$140.97	$125.28	$124.21	$125.84	$109.77
Skincare (cleansers, serums, moisturisers)	$215.78	$202.77	$204.04	$202.79	$185.95
Makeup	$222.14	$196.70	$195.48	$209.40	$179.34
Body treatments (scrubs, cellulite, contouring)	$220.26	$223.33	$260.89	$199.15	$187.35
Tanning (fake tan, spray tanning)	$254.29	$181.36	$194.37	$235.46	$183.93
Hair removal (laser, waxing, threading)	$244.06	$251.13	$269.16	$211.41	$183.86
Supplements (collagen, vitamins)	$250.78	$210.58	$219.35	$227.96	$183.41
At-home beauty devices	$254.76	$190.90	$264.80	$266.84	$257.18
Facials and skin treatments	$289.93	$276.29	$215.84	$221.47	$229.44
Long-term skin maintenance and longevity treatments	$316.71	$224.70	$261.40	$247.28	$201.13
Cosmetic dental (whitening, veneers)	$330.70	$311.90	$366.11	$329.77	$224.76
Cosmetic tattooing (brows, lips, eyeliner)	$347.50	$266.87	$239.75	$392.53	$286.50
Laser/IPL skin treatments	$351.51	$308.00	$367.95	$298.75	$304.70
Skin volumisation & rejuvenation treatments	$407.96	$494.23	$365.64	$350.97	$512.11

New South Wales consistently leads in spending on essentials like SPF and skincare products, which may reflect heightened awareness around skin health and a population with a mix of younger adults building routines and older adults maintaining them.

Queenslanders tend to invest more in skin volumisation & rejuvenation treatments, as well as facials, highlighting a strong market for professional treatments, possibly influenced by lifestyle factors and local beauty pressures, particularly in areas like the Gold Coast, known for a younger, appearance-conscious population.

Western Australia shows high average spending on premium skin volumisation & rejuvenation treatments and at-home skincare devices, suggesting a dual approach that balances professional treatments with self-managed beauty routines.

How Often Are Aussies Booking Beauty And Skin Treatments?

Booking frequency reveals not just spending but also how Australians fit treatments into their busy lives.

How often are Aussies booking beauty and skin treatments?	Women	Men	All
Weekly	1.5%	5.7%	3.1%
Fortnightly	9.5%	12.5%	10.6%
Monthly	20.4%	31.3%	24.6%
Every few months	31.6%	18.2%	26.4%
Once or twice a year	37.1%	32.4%	35.3%
At least once	51.9%	35.6%	43.9%

More than four in ten Australians have booked professional beauty or skin treatments at least once, showing a solid level of engagement with in-clinic services. Women are more likely to book (52%) compared to men (36%), but interestingly, men who do book tend to visit more frequently, with 6% booking weekly versus 1.5% of women.

Booking frequency peaks among 25-34-year-olds, with younger adults also tending to visit more regularly. This suggests that younger people might be more invested in maintaining their appearance through ongoing treatments, while older groups prefer occasional visits

What Motivates Aussies To Invest In Their Appearance?

Understanding what drives Australians to spend on skincare and beauty treatments reveals a lot about the role these services play in everyday life.

What motivates Aussies to invest in their appearance?	Women	Men	All
To feel more confident and boost self-esteem	63.0%	42.6%	53.1%
To maintain or improve how they look as they age	51.1%	39.4%	45.4%
To relax or treat themselves	41.1%	25.7%	33.6%
To feel younger or more refreshed	32.1%	20.4%	26.4%
To treat or manage skin concerns (e.g., acne, scarring, pigmentation)	34.2%	17.2%	25.9%
To look professional or polished at work	20.9%	18.0%	19.5%
For special occasions or milestones (e.g., weddings, birthdays, events)	27.2%	10.7%	19.2%
To feel more aligned with how they see themselves	22.1%	15.2%	18.7%
To feel empowered	23.6%	13.3%	18.6%
To look good for others (e.g., dating, relationships)	16.8%	18.0%	17.3%
For enjoyment or fun	21.1%	11.7%	16.7%
To meet societal expectations	13.6%	7.9%	10.8%
Because of influencers or social media trends	5.3%	5.9%	5.6%

Confidence is the top reason Australians invest in skincare and beauty, with over half citing it as a primary motivator. This is particularly true for women, 63% of whom say boosting self-esteem influences their spending. Looking after their appearance as they age is also important, with 45% investing to maintain or improve how they look over time.

Interestingly, nearly one in five Australians report investing in skincare and beauty “to look professional,” highlighting that appearance isn’t just about personal confidence but can also influence workplace perception. Most people, however, are doing it for themselves rather than others; only 17.3% say they invest to “look good for others,” with slightly more men than women reporting this (18% of men vs 16.8% of women).

Social media and influencers have surprisingly little sway over spending decisions, suggesting that personal motivations and tangible results outweigh trends or online hype. Beyond appearance, relaxation and self-care remain important, with about a third of Australians seeing beauty treatments as a way to unwind and feel good.

How Has Spending Changed In The Last 12 Months?

Over the past year, most Australians have kept their spending on beauty and skin treatments steady, with about two-thirds reporting no change. Still, there’s a near-even split between those increasing (18%) and decreasing (17%) their spending. Women show a bit more fluctuation, with more increases and cuts compared to men.

Cost-of-living pressures are the main reason for spending less, especially among women. On the flip side, those who are spending more are driven by a renewed focus on self-care and appearance. Men often cite having extra disposable income, while women also point to life events like weddings or health changes as motivators.

Younger Aussies under 45 are more likely to boost spending, while older groups tend to hold steady. Regionally, NSW and Queensland lead in increased spend, while Western Australia sees the most cutbacks, likely reflecting local economic differences.

What Treatments Or Self-Care Are Aussies Planning To Invest In Over The Next Five Years?

Looking ahead, SPF products remain non-negotiable for most Australians, showing a sustained awareness about sun protection’s role in skin health. Other essential skincare products continue to hold strong, especially among women who remain committed to their daily routines.

Younger Australians show keen interest in makeup and hair removal, key for self-expression and confidence, while older age groups increasingly focus on supplements and longevity treatments aimed at preserving skin health and appearance over time. Across all ages, Australians indicate a willingness to invest in more transformative treatments, with Aussies admitting they’d be willing to spend an average of $1,500 for a hypothetical “skin reset,” highlighting the value they place on long-term skin appearance goals.

Queensland stands out for planned investment in facials and skin treatments, suggesting a thriving market for professional care, while New South Wales shows strong interest in supplements, reflecting diverse regional priorities.

What to expect in a cosmetic aesthetic consult with Dr Josh Wall

Dr Josh Wall, Medical Director at Contour Clinics, reflects on these findings:

“At Contour Clinics, we see every day that people aren’t just investing in how they look. They’re making considered decisions that support how they feel. For many, cosmetic treatments are part of a broader approach to self-care. Confidence, wellbeing, and ageing well are key motivations, and we’re seeing this across all age groups and genders.

Women continue to lead the way with regular skincare routines, but more men than ever are seeking premium, clinically-led treatments. Younger clients often want subtle enhancements to help them feel their best. Mature patients tend to focus on maintaining skin quality and slowing visible signs of ageing. While the goals may vary, the theme is the same: people want to feel comfortable and in control of how they present themselves.

These choices are not about chasing trends. They’re about making deliberate, personal decisions that align with how someone wants to look and feel. That’s why we take the time to understand each patient’s goals and guide them through every step. It’s not just about what you see in the mirror. It’s about the confidence you carry into every part of your life.”

About The Data

Contour Clinics commissioned survey company PureProfile to help conduct research into the investment habits and trends of Australians. Our survey looked to understand what motivates them to spend on skincare, the level of investment they put into it, and the spending trends in the past 12 months, as well as looking into the future.

The survey was conducted in August 2025 and encapsulated a nationally representative sample of 1,027 Australians by age, gender, and state-based location.

Population numbers from the Australian Bureau of Statistics’ National, State and Territory population adult population data as at 30 June 2024 were used to estimate the national annual spend on skincare in conjunction with survey responses.

When referring to average spend or income, midpoints were used as a reference point from the survey ranges provided. Where there were open-ended ranges, moderate estimates were used as a midpoint based on the distribution. From there, self-reported survey responses were adapted to calculate the estimated average.

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