The Dallas Cowboys Cheerleaders are the living, breathing embodiment of Texas beauty standards: big hair, bronzed skin, and makeup that strikes that perfect balance between natural and glam.
If you watched Netflix’s documentary series, “America’s Sweethearts: Dallas Cowboys Cheerleaders,” you know that the rookies undergo a makeover under the guidance of Kelli Finglass, current director and former Dallas Cowboys Cheerleader, who determines the best hair and makeup styles for each woman. “A look is important to the overall appeal,” Finglass says in the documentary. “Having renewed confidence or an extra dose of glam certainly helps.”
While the Cowboys organization covers the initial cost of creating each rookie’s new look and foots the bill for some essentials, like haircuts, hair color, manicures, and tanning, the bulk of the cheerleaders’ beauty expenses falls back on the women — and the costs add up quickly.
As a beauty editor and makeup artist, I’m in a similar boat: In 2024, I spent exactly $2,388.98 on beauty products. How do I know the exact figure? Technically, these expenses are considered tax-deductible. The same goes for the Dallas Cowboys Cheerleaders, so don’t feel too bad for us. You’ve gotta spend money to make money — except if you work for the Cowboys organization, but I digress. Some years, I’ve spent nearly $5,000. That number doesn’t even include services like haircuts, color, facials, or injectables, because I don’t think those are considered write-offs, and I’d rather not fuck around and find out when it comes to the IRS.
While most Texans aren’t performing the iconic “Thunderstruck” routine to a sold-out audience at AT&T stadium, they do take their beauty routines very seriously. Many have the same sense of pride and polish in their appearance as the Dallas Cowboys Cheerleaders.
But just how much does the average Texan spend on their beauty routine? To find out, I surveyed more than 100 Texans across every age group and in every corner of the state.
How Much Are Texans Spending on Beauty?
Y’all aren’t ready for this: The average Texan spends $3,120.25 annually across both beauty products and services. If you just did a double-take at that number, you’re not alone. That’s nearly double what the average Texan pays for rent each month in Texas ($1,875, per Zillow). Wondering how it all adds up? Let’s break it down.
A quick note on my methodology: Survey respondents selected a price range that fit their beauty spending to the best of their knowledge, broken down by different categories. I took the midpoint of the range and multiplied it by the number of people who selected the range. I did that for each range, added them up, and then divided the total by the total number of respondents. Suffice it to say, this is not a peer reviewed scientific study, but an earnest attempt at averages.
According to our survey data and calculations, the average Texan spends approximately $1,210.92 annually on beauty products, such as makeup, skincare, haircare, and fragrance. Depending on who you ask, these kinds of purchases may or may not be seen as “essential.” Most people purchase necessities like face wash and lotion, but many also indulge in “affordable luxury” items, such as a new skincare serum or lipstick. Our survey data shows that 38% of respondents spend $50-$100 per month on beauty products, 25% spend $100-$200, and more than 8% spend over $200 per month.
Beauty treatments and services, such as haircuts, coloring, facials, nails, and injectables, are a different story. Some services, like haircuts, are considered essential and purchased multiple times a year, regardless of age, gender, and region. While other services, like hair coloring, are technically discretionary, I dare you to try to tell a bottle blonde that her hair color appointment is “unnecessary.” This is reflected in our survey results, which show the average Texan spends $1,909.33 per year on beauty treatments and services, almost $700 more than they spend on beauty products. Twenty seven percent of respondents spend $1,000 or more, nearly 20% spend $2,000 or more, and almost 8% spend an astonishing $5,000 or more annually.
Of course, the amount Texans spend on beauty varies significantly based on factors like age, gender, and region. Texans aged 18-25 spent the least, averaging $75 per month on beauty products, while Texans between the ages of 25-44 reported spending more at almost $90 per month. Texans aged 44-55 spend the most, averaging $130 per month on beauty products, but past 55 years old, the average decreases to $105 per month.
Unsurprisingly, women are the primary drivers of beauty spending, allocating on average $2,915.09 per year on beauty products and services, with the most popular categories being skincare, makeup, salon services, and haircare. Men, on the other hand, report spending considerably less at $2,037.51 per year, primarily on haircare, haircuts, and spa treatments.
Location also plays a major part in how much Texans spend on beauty products and services. Among the major cities, Austin residents allocate the highest amount towards beauty, with an average annual spending of $3,208.92. Following closely behind are San Antonio and Dallas, where the average annual spend is $2,986.52 and $2,711.27, respectively. El Paso stands out with the lowest average annual expenditure at $924. Similarly, Beaumont and the Rio Grande Valley (encompassing McAllen and Harlingen) also report significantly lower spending on beauty, averaging $1,674.50 and $1,774.50 annually, respectively.
What Are Texans Spending Their Money On?
In the broader beauty industry, skincare reigns supreme: It accounts for 44% of the total beauty share, according to reports from McKinsey & Company. The trend holds true for Texas — nearly 60% of survey respondents said skincare consumed the largest portion of their beauty budget.
Salon services came in second at 55%, followed by haircare (41%), makeup (35%), and injectables (30%).
In terms of specific skin treatments, Austin-based registered nurse and certified aesthetic nurse specialist Brooke Nichol told The Barbed Wire that radiofrequency microneedling and SkinPen are among the most sought-after procedures. Both facilitate the production of collagen and elastin to promote skin tightening and lifting. Neuromodulators (aka Botox) are also a top service and never going anywhere, she adds.
Over the last few years, Nichol said she’s seen an increase in male customers and millennials, indicating a broader shift in attitudes toward cosmetic treatments. Aesthetic procedures are becoming increasingly normalized across gender and age groups, with younger clients seeing these treatments as preventative measures to maintain the health and quality of their skin now rather than correcting it later.
Texans’ spending on beauty products and services varies throughout the year, often influenced by the weather and season. Colder weather in the winter can dry out our hair and skin, which leads to an uptick in moisturizing facial treatments and deep conditioning hair treatments, according to Lindsay Worthen, campus director at Ogle School, a cosmetology and esthetician school with multiple locations across Texas. “During summer, we sell a lot of SPF as people are out in the sun more, and like to brighten their hair color with more highlight services,” she says.
Dr. Emily Wood, a dermatologist who practices at Westlake Dermatology in Marble Falls and Austin, says the most common complaints she hears from her patients are brown spots, redness, and textural changes to their skin — all results of sun damage.
“Texas’ sunny climate is always a consideration when patients consider chemical peels and/ or laser,” says Wood. “Winter months are typically laser season in Texas due to patients spending more time out of the sun. Of course, with proper post-care, one can undergo laser or chemical peels any time of year.”
Survey respondents overwhelmingly reported that while neuromodulators like Botox and Dysport are typically the most expensive beauty investments, the results justify the cost. For those using neuromodulators preventatively, the treatments have helped them avoid more invasive procedures down the line. Others seek out these treatments for medical concerns, like one respondent who received masseter Botox injections to address TMJ and chronic headaches. “For the amount of units I get, it was around $800-1000 every 6 months, and well worth it!” they said.
Dyson hair tools were another significant investment that respondents thought was worth the $500-$600 price tag. “My hair has never looked better,” one person said. Popular splurges include devices like the Dr. Dennis Gross Skincare DRx SpectraLite FaceWare Pro LED Face Mask ($455) and the NuFace Trinity Microcurrent Facial Device ($350). While many thought that red light devices were smart buys, opinions on the NuFace were mixed, with some respondents saying they didn’t get the results they hoped for. Among men, hair growth treatments were a top investment, with one saying he saw “significant improvement” in his hair density.
Does Texas Culture Influence Beauty Habits?
Everything’s bigger in Texas, including our beauty standards. And hair.
Texans typically adopt a “more-is-more” aesthetic, which is most evident in the state’s preference for big, voluminous hair. Texans have also had to adapt their beauty routines to withstand the intense heat and humidity that the state is known for. Many survey respondents report embracing their natural hair texture during the summer months because they can’t be bothered to spend time heat-styling their hair when it’ll frizz up the moment they step outside.
Survey respondents cited anti-frizz haircare products as essential for combating Texas’ challenging climate. One person recommended Amika’s The Shield to help protect hair from the effects of heat and Texas humidity. “I find it helps my hair keep a smooth style for longer and with less frizz,” they said.
Each city and region has its own unique beauty standards and trends. Dallas is more glamorous, while Austin leans more natural.
And yet, a “more-is-more” aesthetic is a unifier across the state. One example: lash extensions.
“I was very surprised to see how many lash extension studios were here as opposed to the San Francisco Bay area, which is where I moved from,” one survey respondent said. “I feel like it’s much more common to have false eyelashes on here than back in the Silicon Valley.”
As we said in the beginning: If you want to know if Texas culture influences our beauty routines, look no further than the Dallas Cowboys Cheerleaders. The organization defined and continues to perpetuate beauty standards that are distinctly Texan — for better or for worse. But it comes with a hefty price tag for both the cheerleaders themselves and the Texans who feel the pressure to maintain these sky-high standards for the sake of fitting that larger-than-life Texas image.
For Texans, it turns out that the classic expression “beauty is pain” applies to our wallets, too.
How much are you willing to pay to look the part?
Editor’s Note: Think there’s a beauty angle we missed? Reach out to the author at @crismontyy or cristinamontemayor4@gmail.com.
