Annual cosmetic industry sales in the United States are about $89.5 billion dollars. That’s nearly 90 billion, with a B, spent on makeup and personal care items including skincare, haircare, perfumes, toiletries, deodorants, and oral cosmetics.

For perspective, of 148 nations tracked in 2019 by TheGlobalEconomy.com, 126 of them had annual national expenditures of less than 90 billion dollars, including Israel, Switzerland, and South Africa.

We spend more in this country on lotions, potions, and creams to make ourselves look better, than the entire annual budget of most countries. That’s even more eye-opening than the latest greatest mascara!

Joshua 24:15 says, “Choose this day whom you will serve. As for me and my house, we will serve the Lord.”

For women and men both, the search for meaning can easily become entangled with the world’s obsession with outer beauty and perfection in our faces and bodies.

We seek to control and improve the impression others have of us with hairstyles and cosmetics, hours spent at the gym achieving the perfect body, and teeth whitening services that guarantee a gleaming smile. We may achieve worldly admiration by these vain pursuits, but temporary glamour won’t bring us closer to God.

1 Peter 3:3–4 says, “Your beauty should not come from outward adornment, such as elaborate hairstyles and the wearing of gold jewelry or fine clothes. Rather, it should be that of your inner self, the unfading beauty of a gentle and quiet spirit, which is of great worth in God’s sight.”

Let’s pray.

Lord, make us beautiful in your sight. Remind us to follow you, rather than traipsing down the rabbit trails of fleeting outer beauty the world offers. Let us serve you first, and always. In Jesus’ name, amen. 

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