For a long time, many everyday items have quietly cost more for women than for men—even when they’re almost exactly the same. This unfair price difference, often called the “Pink Tax”, adds up over time. It’s not a real tax but it feels like one when pink razors, girls’ toys or women’s shampoo cost more than their male-marketed versions.
To stop this California passed Assembly Bill 1287 (AB 1287), a law that took effect on January 1, 2023. It was written to stop businesses from charging more for products just because they are meant for women or girls. The goal is to create fair pricing, and remove hidden costs that only affect one gender.
Why This Law Was Needed
According to Times, research has shown that products for women cost more 42% of the time, with an average price difference of 7%. For personal care products like deodorant or lotion, women may pay up to 13% more. That’s a lot over months or years. And since women make about 85% of all consumer purchases in the U.S., this issue affects a huge number of people.
Assemblymember Rebecca Bauer-Kahan who introduced the bill, explained why it matters: “The ‘Pink Tax’ is a gender-based penalty that harms women who are already paid less. This type of arbitrary gendered pricing has no place in California.”
In 1995, California passed the Gender Tax Repeal Act which stopped different prices for services like haircuts or dry cleaning. But that law didn’t apply to actual products. AB 1287 fixes that gap.
What Products Are Affected?
AB 1287 stops companies from putting different prices on almost identical products just because one is for boys or men and the other is for girls or women. The law covers:
- Toys and accessories (like pink vs. red bikes or helmets)
- Children’s and adult clothing
- Personal care items (such as razors and lotions)
- Home and senior care goods (like canes or medical braces)
And yet, it’s not a total ban on all price differences. If companies can show that it actually costs more to make one version—maybe because of the materials used, or how long it takes to manufacture—then they’re allowed to charge more. But they must prove it according to Morgan Lewis.
Who’s Making Sure the Law Is Followed?
California Attorney General Rob Bonta is leading the way on making sure AB 1287 is enforced. His office is keeping an eye out for violations and has already reminded businesses and shoppers about the law. In a statement, he said “The Pink Tax is a sexist practice that is illegal in California. Women, especially Black and Latinx women, are paid less than their white, male counterparts in the same roles, yet have to spend more than men to buy very similar products. California consumers have the right to shop without fear of discrimination.”
If a company breaks the rule, the Attorney General’s office can go to court—even if no single person shows they were hurt. And if someone thinks they’ve found a case of gendered pricing, they can file a complaint directly through the Attorney General’s website.
How the Law Impacts Families and Society
The financial impact of the Pink Tax goes beyond the store shelf. It adds to the larger problem of income inequality—especially for women of color. According to Euro News, Latina women earn only 54 cents for every dollar a white man earns. When they also have to pay more for basic goods, it just increases the gap.
But the Pink Tax doesn’t only affect bank accounts—it also shapes how kids grow up. When a pink toy costs more than the same blue one, it quietly sends a message that girls and boys should want different things. Over time, that helps keep gender stereotypes alive.
AB 1287 didn’t just appear overnight. It had strong support from the Assembly Women’s Caucus and backing from groups like the Commission on the Status of Women and Girls. It also passed with bipartisan support, meaning lawmakers from both political parties agreed it was important.
Assemblymember Bauer-Kahan said, “It’s long past time to eliminate this type of inequality. I’m grateful Governor Newsom has signed this bill to ensure price equality in California.”
A Fairer Future for California Shoppers
With AB 1287 now active, California has taken a bold step toward ending gender-based pricing. It doesn’t just protect wallets—it supports equality in a very real everyday way. Girls growing up in California may never know a world where the pink version costs more than the blue one. And that’s exactly the point.
If you think you’ve been charged differently based on gender, don’t stay silent. Visit the California Attorney General’s website and speak up. Because fair prices should be for everyone—no matter the color of the product, or who it’s made for.
