In Moscow, a woman attempted a home blepharoplasty to erase under-eye bags. The result left her unable to close her eyes properly. She paid 40,000 rubles for the procedure, a sum that in the city reads as both a bargain and a warning—cheaper than a ticket to the New Year’s Nutcracker, yet not without risk.
Five years ago many would have laughed at such a choice. Back then cosmetic ambitions were fewer, and prices were steeper. There were reports of fatalities tied to lip augmentation, and stories of faces distorted after visits to home cosmetic attempts, with noses that withered. The trend was blamed on vanity and showmanship. Botox and lip injections were out of reach for most; even eyebrows and eyelashes were considered a luxury.
Today, the chorus has shifted.
There are so many expectations about how a woman should look that even eyelid lifts and bags removal have become a kind of baseline in the capital.
A middle-class woman can no longer carry bags as her only sign of status. Today’s middle class, in this context, includes those living with modest incomes, mortgages, and family responsibilities, who still feel the pressure to conform. Blepharoplasty and eyelid lifts in clinics are not rare; they are often viewed as one-time investments. Regular botox, manicure, eyebrow shaping, hair lamination, skin renewal, and facial and hand peels are common practices, and a year or two ago there was little tolerance for an imperfect look. Lip augmentation, too, is part of the landscape for many seeking a particular image.
Not according to any personal preference, but according to what society now accepts, a prosperous, normal woman should have clear, luminous skin, bright teeth, thick hair, and good color. But this is just the base set. The real standard includes the absence of under-eye bags, swelling, nasolacrimal grooves, cellulite, age spots on the face and hands. A toned body, smooth legs, sculpted buttocks, and clothing made from natural fabrics complete the package.
This is the established norm and not a sign of wealth. The minimum signals that a woman has time for herself. Yet it also reveals that many features of a feminine figure and face are considered negotiable. Nasolacrimal grooves often appear around the thirties; cellulite is no longer a taboo but a common feature; neck lines are treated as a sign of aging in need of correction. What once was tolerated as part of aging is now read as something to fix or hide.
A pale face with a lost shape is interpreted as a lack of sleep, which must be hidden with massages, injections, and microneedling. Edema is blamed on poor sleep and poor nutrition, with many relying on fast food, canned meals, and salt. It becomes clear that a person cannot cook well every day or dine richly without consequences.
A young woman with a full figure is viewed as someone who lacks time for exercise, perhaps working in a lower position and unable to visit a gym. Among the so-called decent set, only those over fifty or with substantial means may be out of shape; for the rest, fitness sets the standard.
A woman who works, raises a child, and has loans to service must manage all of it herself. Society lays down impossible rules and unattainable standards.
How much does the look cost in money and energy? What about time? Many simply do not have the means or the vitality to reach the new norm. Some observe that the public sees a woman who seems to have it all and yet works hard as someone who does not age, who has time for herself. When everything unnecessary is subtracted, the core idea remains: today’s expectations push a woman who is overworked and burdened by debt to appear effortlessly composed, seemingly not aging at all.
A person who sits down to tally the investments in appearance finds a surprising sum. The analysis shows that for many, even a modest care routine would be out of reach, especially when health intersects with beauty. The costs go beyond cosmetics and procedures; they extend into daily habits, nutrition, and time that could be spent with family or on rest.
Removal of varicose veins has become common, with sessions often starting around the low thousands and climbing quickly, depending on the scope. Sclerosis of veins, treatment for small vascular issues, and regular maintenance can add up over years. Many women over 35 face these issues; venotonic treatments, even when effective, carry a price tag.
Two medium peels or a series of superficial peels yearly amount to a substantial sum. Some choose to perform many routines at home, despite the risks, simply to avoid clinic downtime. Exfoliating hands during fall becomes a ritual for some to offset seasonal changes, especially when travel or work schedules make long recovery periods impractical.
Face vessels and rosacea treatment are common concerns. In cities like Moscow and St. Petersburg, spider veins and rosacea demand attention. Treatments can reach tens of thousands of rubles, and after each procedure the face must rest, leaving a few days with visible redness and bruising.
Laser hair removal remains popular for those dealing with facial hair, chin hair growth, and similar concerns. It is inexpensive by some standards but requires regular sessions and time, which many find draining.
Creams, serums, masks, and retinoids all accumulate. An annual budget for skincare often sits around tens of thousands, and SPF is a daily necessity in one form or another. Without consistent care, it is easy to fall behind in the skincare race.
Costs accumulate across procedures, including fat grafting to the neck and arms, eyebrow shaping, and more. Botox, eyelid lifts, and other enhancements can easily run into high figures each year. The market also includes techniques with debated reputations, and some might be avoided by cautious buyers.
Dental care follows suit. Correcting bite alignment, implants, veneers, and replacements can push the total well above common expectations. Even routine items like toothpaste, electric brushes, and water flossers contribute to the overall budget, quietly stacking up over time.
Fitness is a major part of the equation too. A typical gym membership can run tens of thousands per year. Pools are often accessible only to those with more resources. Regular workouts demand time, travel, gym attire, and equipment, all adding to the cost of maintaining a certain look.
Healthful eating becomes another factor. Cooking at home with fresh ingredients reduces sodium and additives, but time and discipline are required. Some people forego restaurant meals, while others rely on prepared foods that can compromise the ideal image. The continuous balance of nutrition and image is a steady line item in many budgets.
In the end, the narrator notes that most women cannot afford such a relentless maintenance regime. The minimum necessary to project a certain level of appearance has become the standard for many. Yet the social pressure remains high, pushing people toward extreme choices and prohibiting simple, natural aging.
What is clear is that the obsession with appearance is not simply about vanity. It reflects broader social expectations, economic pressures, and the time people must devote to maintain a specific image. The global conversation continues, asking where the line between healthy self-care and performance culture should be drawn.