Info Drop: Pink Tax

What is Pink Tax, & why should we care?

It's gender-based price discrimination, and it adds up. Need I say more? Okay, here is some information, and hopefully a few laughs as well.

Can we talk about sports bras?

Let’s talk about something that most men never have to think about: finding a sports bra that fits, supports, doesn’t dig into your ribs, costs less than your grocery bill, and actually lasts.

If you're reading this, chances are you’ve gone through the sports bra struggle:

• Trying on eight different styles to find one that doesn’t suffocate you

• Dealing with weird padding or straps that feel like medieval armor

• Realizing it costs $50+ for the privilege of your boobs not bouncing while you run and exercise.

Meanwhile, men can throw on a pair of shorts, no shirt or bra needed.

For women, a sports bra isn’t a nice-to-have, it’s non-negotiable. It’s not an accessory, it’s gear. And yet, like so many other products designed for women, it’s often priced higher than it should be. Why? Because of something called the pink tax.

The pink tax might not be a literal tax, but it might as well be. It’s the pattern of women being charged more for everyday essentials, from razors to body wash to, you guessed it... sports bras.

The high price of a decent sports bra isn’t just about fancy fabric or “technical design.” It's often about the assumption that women will just pay more. That our comfort is a luxury. That “pink” means premium. And that’s a problem.

Because comfort, support, and movement shouldn’t come with a markup. And sports bras are just one example. This isn’t about the sports bra alone, it’s about the bigger pattern. The one where women are asked to spend more on products we need, not just want.

It’s time we talk about that. It’s time we question why. And it’s time we start expecting better.

I will always remember what my dad said one day while folding the laundry (My mom does our family's laundry, and my dad folds it). My dad said, “I never would have thought as a 51 year old man I would have spent so much of my life fixing bra pads that want to fold themselves in half during every wash.” I mean he has a point… have you ever put on a sports bra and have that uncomfortable sensation of the pad being folded in half? And then doing the weird stretching and pulling, just to make it right… while it is still snuggly plastered to your skin… yea, guys have it easy. Thanks dad for fixing all of those pesky bra pads, you are an honorary girl.

~ Elaina Kristine Head, Founder & CEO

What Is the Pink Tax, Really?

The Pink Tax refers to the invisible price increase on products and services marketed to women. Think pink razors vs. blue ones, women's shampoo vs. men's, or even girls' toys vs. boys'.

The only real difference? The color, the branding, and ultimately the price.

Where It Shows Up:

• Personal care products (shampoo, razors, lotion)

  • Women's razors, deodorant, body wash, and even pain relievers are often priced higher than “male” versions. Sometimes, the only difference is a floral scent or pink packaging.

• Clothing and shoes

  • From jeans to sneakers to baby clothes, female-targeted clothing tends to cost more, even when made with similar materials. This also extends to children’s products: pink bikes or dolls often cost more than “boy” toys.

• Dry cleaning and tailoring

  • Women’s shirts, even if similar in design to men’s, are often considered “specialty items” and charged extra to clean. Tailoring for women's clothes also tends to be more expensive.

• Toys and bikes

  • Menstrual products are often subject to sales tax in many states, despite being essential. (Hence the related issue called the Tampon Tax.) Meanwhile, items like rogaine or condoms are sometimes classified as medical necessities and exempt from tax.

• Senior care and personal services

  • Older women, who already tend to live longer and earn less, often face higher costs for long-term care, personal grooming, and assisted living.

Why It Matters:

The Pink Tax contributes to financial inequality, especially when combined with:

• The gender pay gap

• Unpaid caregiving labor

• Increased medical costs: birth control & period products

It's not just unfair, it's expensive to be a woman.

Is the Pink Tax Legal?

Surprisingly, yes. In most places, there are no laws prohibiting price discrimination based on gender for consumer goods. While a few U.S. states have attempted reforms, most of the burden falls on consumers to notice, research, and avoid biased pricing.

In 2022, a federal bill called the Pink Tax Repeal Act was introduced to ban gender-based price differences in consumer products, but it has yet to pass into law.

Until then, brands are largely free to charge more for women’s products, and most consumers don’t even realize it’s happening.

What You Can Do to Push Back

1. Be a Conscious Consumer

Compare product labels and prices. Often, men’s versions of razors, body wash, or basic tees are cheaper and just as effective.

2. Call It Out

Use your voice. Share examples on social media. Ask brands publicly why there’s a price difference. Consumer pressure works.

3. Support Ethical Brands

Some companies, like Billie, Saalt, or Dove, are actively working to eliminate the Pink Tax. Reward brands that prioritize gender equity in their pricing.

4. Push for Policy

Support legislation like the Pink Tax Repeal Act. Write to your representatives. Advocate for tax-free menstrual products in your state.

5. Educate Others

Talk to friends and family about the Pink Tax. The more people know, the harder it becomes for companies to get away with unfair pricing.

Continue learning about Pink Tax & Gendered Pricing with links below:

1. NYC Department of Consumer Affairs – “From Cradle to Cane: The Cost of Being a Female Consumer”

   • This landmark 2015 study analyzed over 800 products and found that women pay 7% more on average for similar items than men. It’s one of the most comprehensive and cited reports on gender-based pricing.

Click Me

2. AAUW – “The Simple Truth About the Gender Pay Gap”

   • Though focused on income inequality, this report helps contextualize the Pink Tax within the broader framework of economic injustice, especially for women of color.

Click Me

The Cost of Being a Woman

The Pink Tax is a symbol of something deeper, it reflects a world where femininity is commodified and undervalued at the same time. While it may seem like a niche issue, it’s really a financial justice issue.

Women should not have to pay more to live in their own bodies, care for their own health, or express their identity.

Awareness is the first step. Action is the next.

Follow along on Instagram @powher.co for more real information, shared stories, and tools that support your power. 🩷

Tuning in from outside the U.S.? We’d love to hear how these topics show up in your life. Your voice matters, and your experience helps us all grow.

With love,

POWHER.co