Revealing the Pink Tax and The Cost of Being a Woman

Did you know that women often pay more for daily necessities than men do? This economic phenomenon, commonly known as the Pink Tax, perpetuates women’s financial insecurity and reinforces gender inequalities in society.

Understanding the Pink Tax

The Pink Tax refers to the phenomenon in which women often pay higher prices for products and services marketed specifically toward them. One notable example is the cost of menstrual products, which are essential for half the population but still taxed as luxury goods. As a result, many have to spend more than 1,700 USD on period products throughout their lifetime. This contributes to period poverty, where individuals struggle to afford basic menstrual products.

This pricing bias also appears across common categories like personal care (razors, shampoo, deodorant), clothing, and toys. Higher prices for everyday items can deepen women’s financial insecurity by raising women’s overall cost of living. Moreover, these costs hit even harder on marginalized groups, who face overlapping economic barriers.

Moreover, these pricing gaps also reinforce stereotypical gender roles through marketing that targets women as primary consumers who enjoy shopping and spending more money than men.

Trends Around the World

A report from the New York City DCA reveals that out of 794 items, 42% have a higher price for women, while only 18% have a higher price for men. Women’s personal-care goods are about 13% pricier, and women’s clothing costs about 8% more despite similar materials and designs. The report further found that while children’s products are often identical except for color, the “for girls” versions regularly carry higher price tags.

Similar pricing gaps appear across the globe. In the United Kingdom, studies show that products marketed to women and girls, such as toys, cosmetics, and clothing, cost around 37% more than the male-targeted equivalents. Even girls’ school uniforms are priced about 12% higher across both primary and secondary levels.

Unfortunately, this issue often goes unnoticed. In India, public awareness of the Pink Tax remains low, with only around 23% of people familiar with the issue. These hidden costs add to broader economic challenges, especially as Indian women already face an estimated 19% gender pay gap, creating a double burden of higher spendings and lower earnings.

Efforts to Address Gender-Based Pricing

Efforts to address the Pink Tax can be done through a mix of policy action and public advocacy.

Some countries and areas have already moved to ban gender-based pricing. For example, the state of California in the US prohibits companies from charging different prices for products marketed to different genders unless there is a clear gender-neutral cost justification. Meanwhile, at the EU level, a question submitted to the European Commission in 2025 points to possible tightening of existing anti-discrimination rules to better address unjustified gender-based price disparities. Taiwan has also taken meaningful steps by providing free period products in schools and universities, reducing the financial strain on women and aiming to tackle period poverty.

On the consumer side, social media campaigns have become one of the most effective tools to raise awareness about the Pink Tax, especially among younger generations. While consumer campaigns alone can not eliminate the Pink Tax, they create social accountability and help shift market behavior by rewarding brands that adopt fairer pricing practices. Together, coordinated policy actions and consumer awareness can create a more equitable marketplace, closing the gender gap and advancing economic justice for women globally.

Editor: Nazalea Kusuma & Kresentia Madina

Join Green Network Asia Membership

If you find this content useful, support Green Network Asia’s movement to create positive impact for people and the planet through public education and multi-stakeholder advocacy on sustainability-related issues and sustainable development. Get exclusive benefits for your personal and professional development.

Become a Member Now