Nearly Half of Americans Would Rather Go Into Debt Than Give Up Their Beauty Routines
A recent survey has revealed a striking priority among American consumers: nearly half would take on debt rather than abandon their beauty and wellness habits, even in the face of job loss or financial pressure. The findings underscore how deeply personal care has shifted from optional luxury to something many view as essential for confidence, stress management, and daily functioning.
According to a survey of 1,000 U.S. adults conducted by Zenoti, a beauty and wellness software company, 46 percent of respondents said they would use credit cards, buy-now-pay-later services, or loans to maintain their beauty and wellness routines if they lost their primary income. The respondents were adults who use beauty or wellness services at least occasionally, and the sample was stratified by age and gender to better reflect the broader population of such consumers.
The willingness to borrow money for these routines stands out against a backdrop of widespread financial caution. Many Americans have already cut spending on dining out, clothing, streaming services, and other discretionary areas amid elevated living costs and economic uncertainty. Yet beauty and wellness spending has proven far more resilient. In the Zenoti research, 22 percent of respondents reported cutting back on groceries to afford their self-care habits, while 21 percent said they had delayed medical or dental care. Nearly a third reduced contributions to savings or debt repayment, and 35 percent postponed vacations. Social outings took an even bigger hit, with 68 percent curtailing them.
These trade-offs reflect more than vanity. Sixty-three percent of those surveyed said reducing beauty or wellness spending would leave them more stressed, less confident, or frustrated. For many, the routines function as a form of emotional infrastructure. Thirty-three percent reported increasing their self-care practices specifically because of workplace stress or burnout. Another 26 percent cited loneliness or social isolation as a driver. Financial stress and major life transitions also ranked among the top reasons people step up their routines rather than scale them back.
Generational differences are pronounced. Gen Z respondents showed the strongest attachment and the greatest financial strain. Twenty-one percent said they would “definitely” take on debt to keep their routines if they lost income—nearly eight times the rate among baby boomers (3 percent). Younger adults were also more likely to delay medical or dental care (26 percent of Gen Z and 24 percent of millennials, compared with 17 percent of Gen X and 11 percent of boomers). Many Gen Z respondents feel external pressure: 38 percent said they are expected to maintain appearance standards they cannot comfortably afford, and 58 percent admitted they have hidden or downplayed their spending.
Gender patterns also emerged. Men were more likely than women to have used credit cards for these expenses (50 percent versus 32 percent) and to have dipped into savings (38 percent versus 21 percent). Researchers suggested this may stem from differing cultural expectations. Women often grow up treating beauty spending as a planned part of their budgets, while men may view it as more incidental and therefore more likely to fund it reactively through debt or savings.
Despite the strong attachment, consumers are adapting rather than abandoning their habits. Forty-five percent said they would reduce the frequency of professional appointments. Thirty-two percent have traded down to more affordable service options. Do-it-yourself alternatives are widespread: 44 percent reported doing at-home facials, 43 percent coloring their own hair, and 33 percent choosing at-home waxing over salon services. These shifts allow people to stretch limited budgets while preserving the psychological benefits of the routines.
Funding strategies further illustrate the priority. While 62 percent primarily used regular income, 41 percent had turned to credit cards in the past year, 30 percent drew from savings, 27 percent took on side gigs, and 12 percent used buy-now-pay-later options. The readiness to layer multiple funding sources shows how non-negotiable these habits have become for a large segment of the population.
The survey results align with broader cultural and economic trends. Social media continues to amplify appearance standards and product trends, contributing to feelings of pressure or inadequacy for some. At the same time, high stress levels—from work, isolation, or financial worry—appear to increase rather than decrease the desire for self-care. In an environment where many feel their overall financial situation is deteriorating, the ability to control one’s appearance and engage in restorative rituals can provide a rare sense of agency and stability.
Financial experts generally caution against using high-interest debt for recurring lifestyle expenses. Credit card interest can quickly inflate the true cost of products and services, turning a manageable monthly habit into a longer-term burden. Buy-now-pay-later tools, while convenient, can also encourage spending beyond immediate means. The Zenoti data suggests many consumers already recognize the need for pragmatism: they are trading down, spacing out visits, and embracing at-home options rather than maintaining previous levels of spending at all costs.
For the beauty and wellness industry, the findings present both opportunity and challenge. Clients value the emotional returns of these services highly enough to protect them even under financial pressure. Providers that offer tiered pricing, membership models, flexible payment options, and guidance on maximizing results between visits may retain more clients. Those that push only premium, high-frequency services risk losing customers who are deliberately becoming more selective.
The survey ultimately paints a picture of self-care that has become deeply integrated into how many Americans manage stress and maintain a sense of normalcy. Nearly half would rather borrow money than give it up. That statistic reveals as much about the psychological weight of appearance and routine in contemporary life as it does about spending habits. Whether this prioritization proves sustainable over the long term will depend on individual budgets, broader economic conditions, and the industry’s ability to meet people where they are—offering meaningful benefits without demanding unsustainable financial stretch.
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