You could ask the same of anything in this life; why do we want it more if it’s pretty?

What other item inspires women to spend substantial sums of money in one fell swoop?

You can trust your smartphone to prevent a pregnancy—not now, but soon.

Fashion is not frivolous. It is a multitrillion dollar global industry directly and indirectly responsible for half a billion livelihoods around the world. These livelihoods are literally dictated by your purchasing power; choosing sustainable and ethical fashion means women globally will no longer need to spend all day slaving and still be unable to feed their families.

Painting women as blind narcissists instead of self-aware pragmatists is just plain dumb. From the simple desire to look their best to playing the lifelong game all women are signed up to from birth, makeup is a tool. Women wear makeup for themselves.

Sexual liberation comes with a price: contraception. There are plenty of options, designed to provide the right fit for each woman’s lifestyle and routine, but this begs the question: why should it solely be the woman’s responsibility?

If your daily routine starts with a fancy coffee, you are not alone. Tasty, convenient and oh-so-expensive, it's an indulgence that often needs defending.