While I rarely stray above the limit that I set for myself, I wanted to know if I was spending an appropriate amount on personal grooming for my income level. I also wanted to know if I was spending it on the right things.
Yet when I consulted personal finance websites and publications, many seemed to wave off these expenses as “nonessentials,” failing to consider the penalty that many women would pay by reducing (or cutting out) these expenses. Beauty blogs and women’s magazines—on the other hand—were helpful in suggesting cheaper alternatives, yet they also published beauty routines that seem unaffordable.
…While a male founder can pitch his expensive enterprise software start-up in jeans and T-shirt, “When it comes to women, we have to look the part of the market that we’re serving. If we’re selling designer bags, we have to be wearing designer everything,” Wrigley explains.
…For Wrigley, the grooming expectation for a female CEO goes beyond raising capital. When asked about the impact of social media on such pressures, Wrigley says that there are a lot of image-related pressures for female entrepreneurs in the consumer-centric space. “The number of questions I got about my personal Instagram following is bizarre.”
…“The whole ‘Don’t wear makeup if you want to save money’ is not an option for a lot of people. It’s also demeaning. It pits this sort of ‘I’m the smart cool girl who doesn’t wear makeup’ to ‘Well, you’re the brainwashed girl who does wear makeup.’”