Heres what my simple research found about the beauty market in the U.S. Hair salons generate about $46 billion per year in sales. The nail care market is estimated to have yearly sales of over $10 billion. In 2021, the apparel market made revenue of $312 billion. Total revenue for the footwear market was over $91 billion back in 2019 (led by athletic shoe purchases). $1.65 billion was spent by consumers getting inked with a tattoo in 2021. Right around $58 billion was spent on jewelry in 2021. Cosmetic sales generate just over $49 billion each year.

Who cares? Well, pretty much all of us. Add it all up (over $567 billion) and the average American is spending over $1,700 per year on outer beauty.

I get it. After spending decades in what I always called the appearance industry (dry cleaning), Im a big believer in the statements If you look good, you feel good and You never get a second chance to make a first impression. We can secure an awful lot of confidence when we feel good about the way we look.

Strangely, I had a hard time finding statistics related to You becoming a better you as I searched for data related to how much each of us spends yearly on inner beauty. I found a few indications including how the U.S. self-help industry generated a little less than $10 billion in 2020; that was a year we were all looking for well-being answers due to the impact of COVID on our lives.

The pandemic didnt have near the impact on our outer beauty like it had on our mental health, which is a large part of our inner beauty. Hospitals, nonprofits, government agencies and more all quickly realized that the biggest impact the pandemic was on our state-of-mind and that we needed help dealing with how we were all processing this massive amount of change being tossed at us for the first time in our lives. And theyve responded as best they can with compassionate responses and programs.

But we had never been exposed to classes nor teaching that focused on how to process the things we internalize, let alone if its something that is all-consuming. Dang! We just didnt see it coming. So what can each of us do?

Funny, isnt it? When you read an obituary, its rare to see a person's outer beauty even mentioned. Nearly all of whats written focuses on the person's inner beauty. Its the inner beauty that provides the very best memories for each of us that knew that person, especially someone weve loved as a family member or close friend. Its a person's inner beauty that we carry with us the rest of our lives. Their outer beauty has no significance for us moving forward.

Its the same if you read biographies, especially of people who significantly contributed to history. You read about their utilization of courage, character, compassion, selflessness, determination, kindness or an unwillingness to compromise personal beliefs. These were all part of their inner beauty and provide evidence to whats really most important in life.

Ive always been attracted to interviews of couples that have been married 50 years or more. When they gaze at each other and talk about how beautiful their spouse is, the outer beauty is being described by the memories that the inner beauty created through the years. Their spouse may have many wrinkles in their face, and they may have gained weight through the years, but that gaze alone speaks from the heart of the role inner beauty has played in their marriage and why they continue to be so very much in love. As the outer beauty faded and changed through the years, it allowed the inner beauty to be reflected on the surface. Its one of the gifts aging can offer when paired with the right perspective.

I understand the role outer beauty plays with procreation. Sure, in the animal world, theres that survival of the fittest mentality.And, lets face it, reality TV would never have survived without its heaviest emphasis being outer beauty of all those involved. But it appears that the only time brawn outdoes brain is during the initial courting process for both humans and animals. After any kind of post-courting agreement, inner beauty is totally in charge of the things that really matter in life: courage, character, compassion, selflessness, determination, kindness and an unwillingness to compromise personal beliefs. So how do we nurture, expand and grow our inner beauty if its so important to experiencing the deep love and devotion shared by people who have been married 50 years or more?

When was the last time you read a book or even an article on some form of self-improvement? When have you taken a class related to a passion you have that deepened your appreciation and knowledge on that particular subject? What have you done to increase the level of character that defines your life? Has your level of kindness, compassion for others and selflessness all increased over the past year? Are you mentoring anyone? Is anyone mentoring you? Have you devoted time to discovering the role leadership could play in your life? How would you rate your parenting skills? Friendship skills? Your willingness to constantly improve? Your willingness to help other people? Your willingness to put other peoples needs ahead of your own, even if you dont know them? When was the last time you volunteered? All these questions offer opportunity to increase your inner beauty. Remember, inner beauty is what matters most in life.

Still questioning? Ask any couple thats been married 50 years or more about outer beauty vs. inner beauty and listen closely and carefully to their response and pay extra attention to the smile on their face. You can increase your own inner beauty by listening to theirs.

Im fine with what we all spend on outer beauty each year. Im concerned about most people lacking any budget whatsoever for inner beauty. So Im asking for you to right now evaluate how much time and money youre willing to spend on inner beauty over the next year. Im asking you to acknowledge that inner beauty is the quickest path to experiencing deep relational love, to strong character development and to surrounding yourself with people who care about you and your life. Inner beauty is the foundation of your own personal biography which is the only thing you can leave behind that has lasting value once you leave this earth.

Stop everything else and do that inner beauty self-evaluation right now. Youll be amply rewarded just for trying. Cmon! Remember I believe in you! Start sharing all that inner beauty you have and let it shine like its meant to! GiddyUp!

Paul White is an entrepreneur, retired Midland businessman and a guest columnist for the Midland Daily News. He can be reached at coach@theanswerdiscovery.com.

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Paul White: Outer beauty vs. inner beauty - Midland Daily News