Key Takeaways

This guide is brought to you by Sanlam to help you build understanding around everyday spending decisions, unpack what the pink tax is, and offer practical ways to compare prices while keeping your budget and credit use on track.

What Is the Pink Tax?

The pink tax is a term used when products or services aimed at women are priced higher than similar products aimed at men. It is not a government tax that appears on a till slip, it is a consumer-pricing pattern that can show up in items such as razors, deodorant, shampoo, haircuts and clothing. It also extends to financial products.

A pink label alone does not prove that two products are the same. One version may differ in size, concentration or formulation, so comparing products that do the same job in a similar quantity tends to give a clearer picture than comparing packaging or colour.

How Does Pink Tax Work in South Africa?

A Sanlam-commissioned survey of 1 000 South Africans and reported on by Africa Business Communities found that 93% of women spend more than R100 a month on toiletries, compared with 76% of men, and that 65% of women spend more than R200 on a haircut, compared with 8% of men.

A more recent Sanlam survey, reported by FA News found that 22% of respondents reported noticing a difference in fees for financial products based on gender, and 24% of women said pink tax had influenced which financial products or providers they chose.

It’s important to remember, however, that these figures reflect self-reported perceptions and specific product comparisons rather than a full national price audit, so it may help to treat them as an indication of a pattern rather than a fixed rule for every product or provider.

Is the Pink Tax Always Unfair or Unethical?

International research on this question is mixed. A study by the New York City Department of Consumer Affairs looked at nearly 800 products and found that women's items cost more in most of the categories tested, averaging 7% higher overall.

However, a more recent 2026 academic study published in Marketing Science, analysed a national US retail dataset and found that once manufacturer and ingredients are matched, women's personal-care products were not consistently more expensive — in some categories, the women's version cost less.

This underscores the value in looking at the specific product in front of you rather than assuming every item marketed to women costs more. Where a price gap cannot be explained by size, ingredients or service time, many consumers view it as unfair, which is part of why gender-based pricing continues to attract public debate.

Financial Check: What Does This Mean for Your Budget and Credit?

A R10 or R20 difference on one purchase may not seem significant, but repeated costs can add up over a year. Consider making small money habit changes and tracking your spending for 30 days to identify where small, recurring costs sit in your budget.

A spending plan can help by reflecting what you actually spend, rather than only what you intend to spend. This can make it easier to identify areas where changes may be worth considering.

If a purchase costs more than expected, it may also be useful to consider whether credit is being used to cover it. Understanding the difference between good debt and bad debt can support more informed borrowing decisions. Finally, before using store credit, review the interest rate, fees and total repayment amount. A credit profile tool can help you keep track of your credit position.

How Can You Make Smarter Everyday Swaps?

Marketing can make a product feel more necessary than it is, particularly when it is linked to appearance or a limited-time offer. A few important questions can help you make a better decision before you pay:

For example, when comparing razors, it may help to look past colour and packaging to the number of blades, features and price per razor, which tends to give a clearer view of value than the label alone.

What Are Your Rights as a Consumer?

South Africa's Consumer Protection Act states that suppliers may not unfairly discriminate in how they supply, price or market goods and services. Whether a specific price difference is unfair depends on the facts, including whether the goods or services being compared are genuinely equivalent.

If you believe a retailer's pricing or advertising is misleading, it may help to keep your receipt, photograph the shelf price and ask the store for an explanation, or contact the National Consumer Commission or a provincial consumer office for information about your options.

Practical Next Steps

Compare like-for-like products. Check the ingredients, size, quality and intended use of women’s, men’s and unisex options before buying. Where the products offer the same function, choosing the lower-priced alternative may help reduce everyday costs.

Shop around before committing. Compare prices across brands, retailers and online stores, and look beyond gender-specific packaging. Some consumers respond to gender-based price differences by switching to men’s or unisex products, comparing prices, or avoiding gender-specific products altogether.

Use your purchasing power. Consider supporting brands and service providers that offer transparent, gender-neutral pricing. If you spot a clear price difference between comparable products or services, ask the provider to explain it and share factual information where appropriate

Build the difference into your budget. Track recurring personal-care and household purchases so you can identify where small price differences are adding up. This can help you decide which products are worth switching, buying on promotion or replacing with a comparable alternative.

Speak to a financial adviser who understands women’s financial realities. If the cumulative cost of gender-based pricing is affecting your ability to save, manage debt or meet longer-term goals, consider speaking to a licensed financial adviser. A licensed adviser who recognises factors such as the pink tax, income gaps and career interruptions can help you build a financial plan that reflects your circumstances, priorities and budget.

Take care with credit. A cheaper option is not always a saving if it is bought on high-cost credit. Before using store credit, check the interest rate, fees and total repayment amount, and ensure the instalment fits comfortably within your monthly spending plan.

This is for general information and education purposes only and does not constitute financial advice. For personal recommendations, speak to a licensed financial adviser.