Single mums now the biggest users of beauty discounts as cost-of-living crisis bites

Australian single mothers are emerging as one of the fastest-growing groups seeking discounted beauty, wellness and self-care services as household budgets come under increasing pressure.
 

According to Vainish Perks founder Svetlana Foox, many women are refusing to abandon self-care despite rising living costs, instead actively searching for smarter and more affordable ways to access the services they value.
 

"We are seeing a significant increase in single mothers using discount beauty and wellness offers," Foox said.
 

"These women are often carrying enormous financial and emotional responsibilities, yet they still recognise the importance of looking after themselves."
 

She said many women are being forced to make difficult choices.
 

"When budgets become tight, self-care is often one of the first things to disappear. Unfortunately, that can have a significant impact on confidence, wellbeing and mental health," Foox said.
 

The hidden cost of putting yourself last
 

Foox said many mothers place themselves at the bottom of the priority list.
 

"They make sure the children have what they need, the bills are paid and everyone else is taken care of before they spend a dollar on themselves," she said.
 

"The problem is that constantly sacrificing your own wellbeing eventually takes a toll."
 

She said many women feel guilty spending money on themselves.
 

"Whether it's a haircut, beauty treatment, massage or wellness service, there is often a perception that these things are luxuries," she said.
 

"In reality, they can play an important role in helping women feel confident, healthy and emotionally resilient."

Cost-of-living pressures changing spending habits
 

Foox said the current economic environment is forcing many Australians to reassess discretionary spending.
 

"Women are becoming far more strategic about where they spend their money. They are looking for value, discounts and ways to access quality services without paying full price," Foox said.
 

She said this trend is particularly evident among single-parent households.
 

"When you are managing a household on one income, every dollar matters. Women are looking for ways to continue prioritising their wellbeing without creating additional financial pressure," she added.
 

Self-care is no longer viewed as a luxury
 

Foox believes attitudes towards self-care are changing.
 

"More women understand that looking after themselves is not selfish. It supports confidence, mental health, relationships, productivity and overall wellbeing," Foox said.
 

"Many single mothers are consciously making self-care part of their routine despite financial challenges.
 

"These women are incredibly resourceful. They are finding ways to continue investing in themselves while remaining financially responsible."
 

A growing movement towards affordable wellbeing
 

Foox said beauty and wellness businesses also have a role to play.
 

"The industry needs to recognise that many women still want access to these services but need them to be more affordable," she said.
 

"Accessibility is becoming just as important as quality. Businesses that help women continue prioritising wellbeing during difficult economic periods will be the ones that thrive.
 

"Women should not have to choose between paying a bill and feeling good about themselves."
 

Looking after yourself matters
 

Foox said the growing number of single mothers using discount beauty and wellness services highlights a broader issue.
 

"Women are under pressure from every direction right now," she said.
 

"Yet despite those challenges, they still understand the importance of maintaining their confidence, wellbeing and sense of identity."
 

Her message is simple.
 

"Self-care doesn't have to be expensive, but it does need to remain a priority," Foox said.

"Looking after yourself is not a reward. It's part of staying healthy, resilient and capable of looking after everyone else."
 

About Vainish Perks
 

Vainish Perks is an Australian membership-based platform providing women with access to beauty, wellness and lifestyle services at concessionalised prices through a growing network of partner businesses. Founded by Svetlana Foox, the business is focused on making self-care more affordable while supporting local businesses to grow.
 

Website: www.vainishperks.com.au
Instagram: @VainishPerks