These days it’s nearly impossible to know what women are spending on the way they look. Someone with Instagram-flawless contouring might have honed her craft using the finest from the drugstore aisles, and the utterly makeup-free type might be spending thousands on laser treatments and serums. Enter our series “What It Costs to Be Me,” in which we’re asking interesting women for radical transparency.

Next up? Elle Rowley, 33, founder of Solly Baby from Carlsbad, CA. Her annual total? $9,404.

If you’ve had a baby in the past few years—hell, if you’ve seen a baby in the past few years—you likely have at least a passing familiarity with Solly Baby. Since its founding in 2011, the line’s chic, simple organic baby wraps (and more recently, swaddles and adorable newborn layette sets) have rapidly populated baby shower registries all over the country. Founder Elle Rowley started making the wraps herself after the birth of her second child—and now, four children deep, she’s running a little empire.

And while Elle’s Instagram feed has its fair share of her gorgeous kids and life, it’s her honest, raw, and funny portrayal of the complex emotions surrounding motherhood that keeps us coming back. “As Solly Baby first started to grow, I put pressure on myself to become more ‘beautiful’ and more ‘aspirational,’” she says. “After taking about two steps down that anxiety-filled black hole I decided to reroute, and spent some time really honing in on what I genuinely care about.” For Rowley, a beauty and self-care routine means truly that—caring for herself—and her biggest wellness expenditures by far are the private life coaching calls she makes every two weeks. “Taking care of myself starting from the inside is what it’s all about,” she says. “And always quality over quantity. Simplicity is key.”

My skin care musts: $84
I’ve had a lot of fancy skin care routines that I’ve cycled through but the thing I always use at least once a day is Dr. Bronner’s Castile Peppermint Soap ($16). I use it as my body wash, my face wash, everything. I wash my face with it every morning and then put on a quick face lotion with sunscreen—currently I’m using Mario Badescu Collagen Boosting Lotion SPF 15 ($24). Then I do a spray of True Botanicals Calm Nutrient Mist ($28) before applying makeup. And always Tubby Todd’s Mama hand cream ($16). It’s all-natural and deeply hydrating without feeling sticky.

My beloved hand soap: $39
The best hand soap ever is Aesop’s Resurrection ($39). I’m crazy about the scent and their packaging is beautiful. I use hand soap more often than any other product on a daily basis, so I love having something that really makes me happy each time I use it.

My makeup and lash routine: $747
I take my time getting ready in the morning, and I don’t really deal with my makeup again throughout the day, so I invest in beauty products that are long-lasting and effective. I also get lash extensions done every other month because it cuts so much time out of my morning routine! It generally costs between $75 to $125 each time and I have two friends who have studios: one is my friend Jennilee Calkin’s in-home studio and the other is Ciao Bella Lashes in Encinitas, California.

Beyond that, I use mostly Tarte makeup. Its Amazonian Clay in Light Neutral ($39) is my favorite foundation for full coverage, and its 12-hour highlighting powders ($29) are amazing. I dust the “Stunner” shade on my cheekbones and the bridge of my nose for a subtle glow. The untinted Glossier balm ($12) is my go-to for my lips in the winter. I don’t use eye makeup when I have my eyelashes done—which is basically always—but I will occasionally use Urban Decay’s Naked Smoky palette ($25 where still sold for half off; it was discontinued!) for eyeshadow and as a soft eyeliner if I have an event. If I’m going to have an especially long day, I set my makeup with Ulta Beauty’s makeup setting spray ($10). And the Benefit POREfessional pore primer ($32) is the best primer I’ve ever used! I don’t use it every day but whenever I have an event or photoshoot it works so well.

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