These days it's nearly impossible to know what women are spending on the way they look. Someone with Instagram-flawless contouring might have honed her craft using the finest from the drugstore aisles, and the utterly makeup-free type might be spending thousands on laser treatments and serums. Enter our series "What It Costs to Be Me," in which we're asking interesting women for radical transparency.
Next up? Elle Rowley, 33, founder of Solly Baby from Carlsbad, California. Her annual total? $9,404.
If you’ve had a baby in the past few years—hell, if you’ve seen a baby in the past few years—you likely have at least a passing familiarity with Solly Baby. Since its founding in 2011, the line’s chic, simple organic baby wraps (and more recently, swaddles and adorable newborn layette sets) have rapidly populated baby shower registries all over the country. Founder Elle Rowley started making the wraps herself after the birth of her second child—and now, four children deep, she’s running a little empire.
And while Rowley's Instagram feed has its fair share of her gorgeous kids and life, it’s her honest, raw, and funny portrait of the complex emotions surrounding motherhood that keeps us coming back. “As Solly Baby first started to grow, I put pressure on myself to become more 'beautiful' and more 'aspirational,'” she says. “After taking about two steps down that anxiety-filled black hole, I decided to reroute, and spent some time really homing in on what I genuinely care about.” For Rowley, a beauty and self-care routine means truly that—caring for herself—and her biggest wellness expenditures by far are the private life coaching calls she makes every two weeks. “Taking care of myself starting from the inside is what it’s all about,” she says. “And always quality over quantity. Simplicity is key.”
My skin care musts: $84
I’ve had a lot of fancy skin care routines that I’ve cycled through, but the thing I use at least once a day is Dr. Bronner’s Castile Peppermint Soap ($16). I use it as my body wash, my face wash, everything. I wash my face with it every morning and then put on a quick face lotion with sunscreen—currently I’m using Mario Badescu Collagen Boosting Lotion SPF 15 ($24). Then I do a spray of True Botanicals Calm Nutrient Mist ($28) before applying makeup. And always Tubby Todd’s Mama hand cream ($16). It’s all-natural and deeply hydrating without feeling sticky.
My beloved hand soap: $39
The best hand soap ever is Aesop’s Resurrection ($39). I’m crazy about the scent and its packaging is beautiful. I use hand soap more often than any other product on a daily basis, so I love having something that really makes me happy each time I use it.
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My makeup and lash routine: $747
I take my time getting ready in the morning, and I don’t really deal with my makeup again throughout the day, so I invest in beauty products that are long-lasting and effective. I also get lash extensions done every other month because it cuts so much time out of my morning routine! It generally costs between $75 and $125 each time, and I have two friends who have studios: One is my friend Jennilee Calkin’s in-home studio, and the other is Ciao Bella Lashes in Encinitas, California.
Beyond that, I use mostly Tarte makeup. Its Amazonian Clay in Light Neutral ($39) is my favorite foundation for full coverage, and its 12-hour highlighting powders ($29) are amazing. I dust the Stunner shade on my cheekbones and the bridge of my nose for a subtle glow. The untinted Glossier balm ($12) is my go-to for my lips in the winter. I don’t use eye makeup when I have my eyelashes done, which is basically always, but I will occasionally use Urban Decay’s Naked Smoky palette ($25, where still sold for half off; it was discontinued!) for eyeshadow and as a soft eyeliner if I have an event. If I’m going to have an especially long day, I set my makeup with Ulta Beauty’s makeup setting spray ($10). And the Benefit POREfessional pore primer ($32) is the best primer I’ve ever used! I don’t use it every day, but whenever I have an event or photo shoot, it works so well.
My nighttime shower and hair routine: $81
I generally shower at night so my hair has time to air-dry. I use the Dr. Bronner’s Castile Soap for my body, and to get my makeup off my face. And for my hair, Pureology makes my favorite hydrating shampoo and conditioner right now ($29.50 and $31.50). I wash my hair and either put it in a braid before bed to give it more wave the next day, or just let it air-dry—but I always use Pantene’s BB smoothing cream ($5) right out of the shower. Sometimes I’ll also spray in some Sun Bum’s sea salt spray ($15) for a little texture.
My ever-rotating evening skin care: $170
My skin adapts quickly to skin care products, so I change them relatively often. My skin is acne-prone, and so it starts to act up after about three to six months with most products. I generally change it up about that often. Right now I’m using the Rodan & Fields Soothe Regimen for Sensitive Skin ($170) at night. It’s effective, but long-term I’d like a more natural solution.
My set of teeny-tiny perfumes: $168
Sampler sets of perfume are the perfect fit for me because I like to switch it up with my scents. I love how Diptyque’s fragrances are all deep but still very feminine. I have its Discovery Set ($168) and have loved almost every scent, but if I had to choose, Philosykos would be my favorite.
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My low-maintenance haircut and color routine: $200 a year
I’m very low-key with my hair. I like it wavy and natural, so it doesn’t take much maintenance. My friend Krista does hair out of her home, which I love because I can bring my kids, and a cut is well under 100 bucks. I only have my hair cut once or twice a year. I always chop my hair after having a baby—postpartum hair loss is no joke—but then I grow it out again. I have Krista put in a simple gloss treatment a couple of times a year to bring out more vibrancy in the color, which is about $50.
My every-so-often skin and body treatments: $495
My skin is extremely sensitive, so I can’t get facials without my skin freaking out after. (I tried microneedling last year at Perfect Face Aesthetic Medicine [it was around $400], and while my skin had a beautiful glow, my acne-prone complexion was a little too sensitive for the treatment.) Instead, I usually just do masks at home: Glossier’s Mega Greens Mask ($22) followed by its Moisturizing Moon Mask ($22) are my favorites to use about once a month. And when I’m really feeling on top of life, I’ll use a dry brush ($15) all over and Herbivore’s Coco Rose Body Polish ($36).
My nail treatments: approximately $700 a year
I get my nails done at Color Nails in Carlsbad about every four to six weeks. Just a manicure with no polish, because my nails chip easily with four little ones. My favorite tip is to ask for a high-gloss buff. It makes my nails shinier than polish, and it’s only around $5 more ($25 total). I do get gel on my toes ($45) because they stay nice for weeks longer.
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My new splurgy gym membership: $1,920 a year
I used to go to a strength training class on a reformer and I loved it, but I like variety, so I just recently joined Equinox, which is $160 a month. The gym is so beautiful it makes me feel like the rest of my life needs to catch up with my gym membership. They have incredible classes (barre, yoga, strength training), Kiehl’s shampoo and conditioner in the showers, and a spa in the back of the gym with excellent child care. Worth every penny.
My number-one, completely worth-it self-care expense: $4,800 a year
I hit a real mental block in 2017 and ended up getting really into life coaching. I have two life coaches, Natalie Clay and Jody Moore, who are sisters and have both changed my life. I generally schedule a private call about every two weeks—the private coaching calls I do are $200 a session, but there’s also a monthly coaching program that’s $50/month. Of everything I spend money on for myself, it’s the most important. I believe real self-care starts internally, so if I were ever to cut my beauty budget back, this would be the last thing to go. It really helps me to build awareness about where my thoughts are and what results those thoughts are creating in my life. It’s been an incredibly powerful practice.
