Brits spend over £4.5K on self-care annually

Published 04th Dec 2023 by Lollie Hancock

Brits are spending over a third of million (£374,139) on their appearance in a lifetime, with men spending over £90,000 more than women, according to new stats.

Credit card provider Aqua surveyed brits to find out their average annual spend in categories including spa days, manicures and pedicures, and massages.

2,000 men and women completed the survey, which also revealed the gender split in annual spend, and showed, maybe surprisingly, that men spend an average of £1,114 more on personal care each year (£5,208 vs £4,094, based on an average life expectancy of 81 years).


Beauty activity

Overall average spend per year

Male spend per year

Female spend per year







Bath essentials (e.g. oils, bath bombs)










Beauty treatments (e.g. waxing, injectables)





Beauty products 




Spa day




Skincare products





Hairdresser appointment




Average yearly spend on self-care 




Lifetime spend on self-care 




Clients are parting with £560 a year (m £655, f £475) keeping up with nail trends, spending just over £45 a month on the treatment.

When it comes to what brits are spending with other beauty professionals, massages see an annual spend of £560 (m £668, f £457).

The data also indicated that women are spending 35% less on beauty treatments including waxing and aesthetics procedures such as injectables, which account for £605 annually (m £699, f £516).

The survey also asked about wellness spend, with 90% of brits partaking in some form of self-care each month.

Glaswegians are spending the most, at £67 per month, followed by London (£62), Sheffield (£58) and Belfast (£58).

In comparison, those living in Plymouth, Leeds, and Cardiff are spending the least, with an average of just £40 per month.

The cost-of-living crisis has led to almost one third (31%) of Brits reducing their self-care spend each month.

Despite an overall decrease in spend, 29% of the 16-to-24 age category are increasing their monthly self-care spend, with just 12% of over-55 age group doing the same.

Check out the full survey here.

Do you think the data is reflective of treatment trends you’re seeing in your beauty business? Let us know in the comments…

Did you know? December 14 is the most popular day for pre-Christmas manicures

Lollie Hancock

Lollie Hancock

Published 04th Dec 2023

Lollie Hancock is a content writer at Professional Beauty. She creates content for the website, magazine and social media channels. Get in touch by emailing [email protected]

Have all the latest news delivered to your inbox

You must be a member to save and like images from the gallery.