The Hidden Cost Of Femininity: Exposing The Pink Tax

Imagine walking into a store to buy a simple razor. You head to the men’s section and find a basic, no-frills razor priced at ₹100. Now, you walk over to the women’s section and see a nearly identical razor—except it’s pink and costs ₹150. Why the difference? Is it because the pink dye is that expensive? Or is it something deeper, something systemic?

Welcome to the world of the pink tax—a hidden cost many women unknowingly pay for products and services that are marketed specifically to them. From clothing and personal care products to haircuts and dry cleaning, women often end up paying more than men for nearly identical items.

The echoes of the long-forgotten words were heard last year when a video of a surprised father on social media ‘X’ went viral. Sanjay Arora, an advertising veteran ranted on the obnoxious ‘Pink tax’ and highlighted the unfair price disparity between women’s and men’s products. It hit many nerves. It was shared by celebrities like Kiran Majumdar Shaw of Biocon to the common man.

When you hear about gender discrimination, which areas do you think of? Most likely your answer will include areas like employment, salary, education, and the legal system, and yes, those are absolutely valid. But what if I tell you that the products you use in daily life like shampoo, body wash, skincare, footwear, etc. even in their pricing there is gender discrimination, then what?

But is this just clever marketing, or is it an unfair economic burden? And more importantly, how does it affect women’s financial independence over time?

According to a 2015 study by the New York City Department of Consumer Affairs, women are charged at least 7% more for clothing, toys, and healthcare products than men.

The term “pink tax” is used in this context because products marketed toward women often come in pink-colored packaging. So, the pink tax refers to the price difference between products and services marketed to men and women, even when the items are virtually identical. This pricing disparity is found across various sectors—from clothing and personal care products to children’s items and toys. From razors and shampoos to dry cleaning and vehicle maintenance, the pink tax affects women’s wallets in many ways, leading to a significant financial burden over time. But its impact goes beyond just dollars and cents—it also reinforces harmful gender stereotypes and perpetuates systemic inequality. This often leads to pinkwashing, where companies use feminist language and imagery to market products—without genuinely supporting women’s rights.

The term “tax” can be misleading because it’s not the government that benefits—it’s the corporate world. In a capitalist system, everything operates with the motive of profit. In a free-market economy, businesses are allowed to set their own prices for products and services. However, if women are willingly paying higher prices, we need to recognize that it’s often the result of deep-rooted gender stereotypes perpetuated by marketing and societal norms.

Companies often argue that products designed for women include added features or cater to specific needs, which allows them to justify higher prices—even when the products are functionally the same. The belief is that women are more willing to pay extra for perceived quality, aesthetics, or branding. This assumption can lead to inflated pricing, even when the differences are as minor as packaging or fragrance. Men are typically viewed as rational buyers who focus on value, while women are often seen as emotionally driven consumers who are less likely to switch brands. This perception gives companies the leeway to charge women slightly more. As a result, these pricing strategies frequently lead to unfair price discrepancies—something critics argue reflects deeper, systemic gender-based inequalities.

What Can We Do to Combat the Big Tax:

• Support businesses and brands that offer gender-neutral prices.
• When shopping for toys, razors, shampoos, deodorants, and similar items, look for unisex options to avoid paying more.
•  Always compare prices. Be mindful while shopping—compare products marketed to different genders to spot unnecessary markups.
•  Spread awareness and talk to your friends, family, and community. The more people know about the pink tax, the more power we have to challenge it.
• Advocate for policy change. Support legislative efforts to end discriminatory pricing. This includes signing petitions, reaching out to lawmakers, and joining advocacy groups.
• Encourage companies to make changes by providing feedback, leaving reviews, and engaging in direct communication.
• Use social media campaigns to educate consumers and prompt them to compare prices.
• Boycott overpriced products.
• Urge companies to revise their pricing strategies to retain customers.
• Use legal channels to report violations, where applicable laws exist.
• Support consumer groups and advocacy organizations in their efforts to address pricing inequality.
• Promote financial literacy among women.
• Use celebrities’ influence to raise awareness and push for changes to address gender-based pricing inequalities.

The United Nations has urged countries to address the pink tax, but this remains an advisory—a guideline rather than a mandate. And why would a profit-driven company voluntarily follow a guideline that may cut into its margins? If we truly want to bridge this gap, we need to examine the economics of product manufacturing. We must also determine whether there is any valid economic rationale for the higher pricing of products marketed to women. Countries like India, Australia, Canada, and Rwanda have abolished the tax on sanitary products.

The pink tax is a double burden, especially considering that the fight for equal pay for equal work is still ongoing across professions and income brackets. It isn’t just about paying extra for pink razors or scented shampoos—it’s a broader issue of gender-based economic inequality. It quietly chips away at women’s financial freedom, reinforcing disparities that go beyond store shelves. To build a more equitable society, it is essential to challenge and eliminate the pink tax. This calls for collective action from individuals, companies, policymakers, and advocates to promote transparency, fairness, and accountability.

Now that we’ve peeled back the layers of the pink tax, take a moment to reflect: how many times have you unknowingly paid more just because a product was labeled or packaged for women? How often have these small, seemingly insignificant price differences added up over the years?

A topic that was buried really under the carpet has now gained that spotlight globally. It’s high time we axe the big tax. Because challenging the pink tax isn’t just about saving a few extra rupees—it’s about standing up for fairness and equality in everyday life. And that’s a price worth fighting for.

–Nidhi Raj is an independent writing professional, storyteller, and mother with a keen interest in women’s issues and International Relations.